To launch Columbia Sportswear's Tough Mother campaign, a campaign built on the toughness of Gert Boyle, Columbia's founder and CEO, I was tasked with throwing a party to drive Portland Monthly readers into Columbia Sportswear's downtown Portland flagship store for an evening of retail-therapy. Inspired by the campaign, I developed a One Tough Mother call for nominations, asking them to fill out a quick survey and bring their mom along to the party for a chance to win free gear. We enlisted "celebrity" tough mothers from across the city to strut Columbia's newest winter merchandise with a handsome male model in-tow. The event was attended by 700+, Tough Mother nominations generated 350 entries (in three weeks), and the party was a true celebration of the strength, courage and grit these women and Columbia Sportswear's mission.