PORTLAND, Ore. (AP) – Gert Boyle, the colorful head of Oregon-based Columbia Sportswear Co., who appeared in advertisements proclaiming "One Tough Mother," died Sunday. She was 95 years old.
Company spokeswoman Mary Ellen Glynn did not announce the cause of death. Boyle, who was chairman of the company's board of directors, died in 1970 at a assisted living facility in Portland, Oregon.
Boyle took over the small outdoor clothing company after her husband died of a heart attack. At that time, she was a 46-year-old housewife and mother of three with no real business experience. But she helped make the fighting company a national brand and a retailer.
"Get to bed early, get up early, work infernally and advertise," Boyle said, often in phrases.
It was her role in an advertising campaign in the 1
The ad showed Boyle giving her son, Tim, the president of the company, treacherous outdoor services to make sure the products met their standards. An iconic photo from the campaign, on which she decorated her arm with a "Born to Nag" tattoo, hangs today at the company headquarters in Beaverton.
Boyle's father founded Columbia after the family fled Nazi Germany and settled in Portland. Her husband took over the business in 1964. When he died, many calls were received asking if Columbia would close, and the bank asked them to sell the business.
Always courageous, she entertained an offer for the sale at that time, telling a potential buyer that they would rather put themselves in the ground for the price they offered.
But Columbia prospered under her leadership and that of her son.
While Tim led the business as President, Gert Boyle continued his 40-hour workweek until well into the 1980s, signing every company check.
Columbia grew and acquired over the years major brands such as Mountain Hardwear, Pacific Trail and Sorel. The company sells products in more than 100 countries.
She was well-known for her businesslike attitude and her exuberant personality – she quickly offered co-workers or co-workers nearby a "Gertism" and often some comments that were not suitable for printing.  Boyle was the first woman to be inducted into the National Sporting Goods Hall of Fame and was widely recognized for her work as a female business executive, including a book on her experiences.
She had three children with her husband Neil, who was her college sweetheart. Tim Boyle is president of the company, her daughter Sally leads the Portland Company Moonstruck Chocolates and her daughter Kathy is an artist.
She had five grandchildren.