![]() The solution: literally turning the company’s previous technology inside out. The challenge: Keep a crew of journalists from burning to a crisp in the direct sun, without hiding them under a palapa the entire time. That made it the perfect locale to test Columbia’s upcoming Omni-Shade Sun Deflector line, slated for launch next spring. June in the Yucatan brings unpredictable thunderstorms coupled with sauna-like heat and humidity. ![]() But Columbia Sportswear had different plans for the gang of journalists it hauled south of the border this summer - torture testing its new Omni-Shade Sun Deflector technology in one of the harshest climates imaginable. ![]() ![]() Most people take to Mexico’s Yucatan peninsula in search of a carefree vacation spent napping to the soothing crash of the ocean on white sand beaches, or sipping artisanal tequila beneath the palms. ![]()
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