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This week, Gert Boyle, the 91-year-old chairman of Columbia Sportswear, returns to the company's commercials after a decade. "It was time for us to insert some sexiness back into our advertising," she quipped of her appearance in a fall campaign from ad agency North. The lighthearted multimedia push, which kicks off this week, uses the line "Tested Tough" to stress the resilience and durability of Columbia's products.