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  "path": "/articles/sports/columbia-sportswear-revamp/",
  "publishedAt": "2026-04-03T04:30:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "Scott Lloyd previously led growth at celebrity disruptor brands like Skims and Savage X Fenty. Now he’s tasked with bringing the same magic to the 88-year-old outdoor label.",
  "title": "Exclusive: Can Skims’ Marketing Whiz Make Columbia Sportswear Cool?"
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