SITKA Gear, the premium outdoor apparel brand known for pushing the boundaries of hunting and fishing performance, today announced the launch of “For the Obsessed,” a new creative platform built upon a simple reframe: Obsession isn’t a flaw. It’s the defining trait of the modern sportsman.
The campaign represents one of the largest brand investments in SITKA’s history as the company approaches its 20th anniversary. “For the Obsessed” reinforces SITKA’s connection to its core hunting and fishing audience while expanding the brand’s reach through a comprehensive media campaign spanning streaming television, YouTube, social media, print, and out-of-home advertising. The media buy will be concentrated around SITKA’s nine retail locations and key outdoor markets nationwide. Watch the spot HERE.
“For the Obsessed” isn’t about how many miles someone logs or what’s in their pack. It’s about what’s underneath it all. It’s about the drive they can’t turn off. It isn’t what they do. It’s who they are. This moment is for them, said MIchael Vollkommer, Director of Community and PR at SITKA. “Just like our fans, we’ve obsessively focused on every detail for the last 20 years to craft the most durable and protective gear in the industry. We exist to serve the most dedicated outdoorsmen on the planet, and we’ll continue innovating on their behalf every step of the way.”
As part of the launch, SITKA is partnering with onX, the leading digital mapping platform for outdoor enthusiasts, to introduce “The Most Obsessed,” a nationwide nomination-based competition that rewards the most relentless athletes with a variety of premium gear packages, onX memberships ranging from 3-months to a lifetime, and the chance to become a SITKA product tester for a year – working with the product development team to provide key feedback on prototypes before they are publicly available. Starting July 20th, fans can nominate the most obsessed athletes in their life to win by sharing their authentic stories at sitkagear.com.
Additionally, SITKA is dropping three of its most innovative products to date as tangible expressions of that campaign. All will be available to purchase online and at retail this summer:
● The Ascent Shoe: An innovative footwear that blurs the line between hiking, running, hunting and everyday wear. As a multitool for your feet, the Ascent Shoe has the lightweight comfort of a trail runner, the stability of a boot, and durability to last season over season in high variable terrain. This product will be available for purchase starting August 4th.
The Brush Pant: SITKA’s toughest pant yet for mid-to-late season hunts, built to handle heavy brush, mud, and long miles in hard country. Reinforced, waterproof panels at the seat and knees keep hunters dry during long glassing sessions, while durable double-weave stretch fabric resists snags and abrasion without sacrificing mobility.
The Pursuit Pant: One pant built to adapt across every season and environment, from mountains and woods to open prairie and ag fields. Its lightweight, durable 4-way stretch fabric and zippered hip vents keep hunters cool and moving freely, while reinforced storage and a knife clip panel keep essential gear secure and built to last.
Fans can visit sitkagear.com or follow the brand on social media (@sitkagear) to learn more.
ABOUT SITKA GEAR
SITKA Gear, based in Bozeman, Montana, created and leads the technical hunting apparel category. The company is recognized for its commitment to continually improving the life experience of the hunter and for its support of healthy ecosystems and wildlife populations. SITKA products work together in systems, and each piece is designed and tested rigorously in both the lab and the field. SITKA is owned by W.L. Gore & Associates, an advanced materials company well known for GORE-TEX™ fabrics and many other industry-leading innovations that provide durable comfort and protection to outdoor enthusiasts. Go to sitkagear.com to learn more about how SITKA enhances the full life experience of the hunter.
