I have a Columbia OmniTech waterproof jacket and the same thing started happening, no longer beaded water and more just soaked in
Columbia told me simply to wash the jacket and throw it in the dryer with a towel and that would reactivate it. Worked like a charm. They also mentioned Nikwax if that failed

Thinking about picking up some Nikwax as REI and trying to waterproof my backpack. Think that would work?