For an “Executive Decision” segment, Cramer spoke with Tim Boyle, CEO of Columbia Sportswear , the outdoor apparel and footwear maker with shares that are down by 8% over the past 12 months while much of the U.S. is emerging from a very warm winter season. Boyle said with so many apparel brands out there, you really need to differentiate yourself — and for Columbia, they do that with innovation.