Who is Gert Boyle?

Gert Boyle was a commercial actor and businesswoman, famously known for her role in Columbia Sportswear's advertisement campaign "One Tough Mother." Her lively and no-nonsense persona made her popular not only among outdoor enthusiasts but also in the advertising world.

Born on March 6, 1924, in Augsburg, Germany, Gert Boyle and her family were forced to flee Nazi Germany in 1937. They eventually settled in Portland, Oregon, where her father started the Columbia Hat Company. After her husband's sudden death in 1970, Boyle became President of Columbia Sportswear and helped turn it into a global brand.

While Boyle's leadership was incredibly significant, her marketing prowess was notable as well. She appeared in her first Columbia Sportswear ad in 1984 as part of the "Tough Mother" campaign and quickly became the brand's most recognisable face. In her commercials, she would show off the durability of Columbia's clothing line by subjecting herself to extreme outdoor conditions and making self-deprecating jokes about her age or fitness level. Her straightforward and humorous delivery made her stand out in a sea of typical ads.

In 2010, at the age of 86, Boyle stepped down as Chairwoman of Columbia Sportswear and was inducted into the Advertising Hall of Fame. She passed away on November 3, 2019, at the age of 95. Gert Boyle's impact on both the apparel industry and advertising cannot be overstated, as she continued to inspire people well into her twilight years.