At the time, she was a 46-year-old housewife and mother of three with no real business experience. But Columbia flourished under her leadership, and that of her son. “They considered it beneath them to have their products seen in large department stores such as J.C. Penney’There she was in a magazine ad standing, arms akimbo, glasses on, lips pursed. Tim Boyle is president of the company, her daughter Sally runs Portland company Moonstruck Chocolates and her daughter Kathy is an artist.FILE - This Sept, 2004, file photo shows Gert Boyle at the company's headquarters in Beaverton, Ore. Boyle, the colorful chairwoman of Columbia Sportswear Co. who starred in ads proclaiming her as "One Tough Mother," died Sunday, Nov. 3, 2019.

Gert Boyle is seen in 2004 at the headquarters of Columbia Sportswear Co. in Beaverton, Oregon. The ads … Kerry Tymchuk, the executive director of the Oregon Historical Society, recalled the day Her wit was on display in a series of business mottos — Gert-isms, as they were known — among them “Early to bed, early to rise, work like hell and advertise” and “Go fast and the wrinkles don’t show.”As her wealth increased, she began giving money away.

Remembering Gert Boyle, the Legend Behind Columbia She escaped the Nazis, stuck it to the men, turned the outdoor industry on its head, and made us laugh. When he died, the business took many calls wondering if Columbia would close and the bank urged her to sell the company. She was well known for her no-nonsense attitude and boisterous personality — quick to offer staff or those nearby a "Gertism" and often a few comments not fit for print. “While we may not have had business experience, we did have tenacity.”She had to quickly piece together how the business was run. Five days later, Gutierrez’s two accomplices were also arrested, ending what would have been a plot to kidnap and ransom Boyle for $300,000. The ads showed Boyle putting her son, Tim, president of the company, through treacherous outdoor feats to ensure the products met her standards. Company spokeswoman Mary Ellen Glynn did not disclose the cause of death. Gert Boyle, the longtime chairwoman of Columbia Sportswear and the caustic star of the most memorable advertising campaign in outdoor apparel history, died Sunday morning at the age of 95. The intruder told her to answer it but threatened to kill her if she revealed that he was there.
But when he let her access the alarm, instead of disabling it she pressed the silent panic button.Once inside, the intruder subjected Boyle to violence and terror, as he demanded jewelry and money. I’ve previously reported for USA Today, Business Insider, The San Francisco Business Times and San Jose Inside. She was 95. In 1970, her husband died unexpectedly at the age of 47 of a heart attack; she became president of the company, then with $800,000 in annual sales. PORTLAND, Ore. (AP) — Gert Boyle, the colorful chairwoman of Oregon-based Columbia Sportswear Co. who starred in ads proclaiming her as “One Tough Mother,” died Sunday. She took over her family’s company, Columbia Sportswear, when her husband died and saw it flourish, becoming its flinty public face in ads.Gert Boyle, a German-born businesswoman who built the billion-dollar A charismatic figure known for her wry sense of humor, Ms. Boyle had taken over the company from her husband, Joseph Boyle, who was known as Neal, after he died of a heart attack“For 1,400 dollars, I would just as soon as run this business into the ground myself,” she recalled saying to a local business executive in her Ms. Boyle, becoming president and chairwoman, soon repositioned the company as one that offered sportswear for everyone, not just experienced athletes. “I have always believed that experience is an asset, and that older workers are of great value to a business,” she wrote. That suits me just fine — as long as I’m dressed head to toe in Columbia products.”Gert Boyle, 95, Dies; Sportswear Chief Billed as ‘One Tough Mother’Gert Boyle in 2004.

PORTLAND, Ore. -- Boyle enrolled at the University of Arizona in Tucson and graduated with a degree in sociology. Gert Boyle, a German-born businesswoman who built the billion-dollar Columbia Sportswear Company and starred in its ads as “One Tough Mother,” died on Sunday in Portland, Ore. She was 95. PORTLAND, Ore. -- Gert Boyle, the colorful chairwoman of Oregon-based Columbia Sportswear Co. who starred in ads proclaiming her as "One Tough Mother," died Sunday. She knew that as a middle-aged woman she was an unusual president, so she made herself the face of Columbia, starring in a print and television ad campaign as the Tough Mother who stood stone-faced as she oversaw absurdist product tests on her son (dropping him out of a helicopter, strapping him to the roof of her car). A buyer offered a measly $1,400, but the Boyles rejected it and recommitted to building the business.And it took a while. Columbia Sportswear thrived under her leadership, and she became something of a celebrity.Ms. You might recognize Gert Boyle, the snarling 86-year-old chairwoman of Columbia Sportswear and star of the company's "One Tough Mother" ad campaign.


Columbia didn’t take off as the marquee sportswear brand it is today until the 1980s, when the company launched its iconic “One Tough Mother” ad campaign with Boyle as the star. The ads featured a gray-haired Boyle in Columbia outerwear braving the elements. And at the time, she didn’t have a choice. She was 95. In 1964, Boyle's father died and her husband, Neal Boyle, became president; her husband diversified the hat business into outerwear for hunters, fishermen, and skiers.

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