(Portland, OR) -- Portland-based Columbia Sportswear is mourning the loss of its iconic, longtime leader. Gert Boyle died Sunday at the age of 95. Boyle was the face of the company's memorable advertising campaign, "One Tough Mother," which is also the name of her 2005 autobiography. She ran the company from 1970 to 1988 before handing the reins over to her son, Tim. Under Boyle's leadership, Columbia firmly established itself as a leading outdoor apparel brand. Born in Germany, Boyle's family fled the Third Reich when she was nine-years-old.