Selkirk Sport Partners with Backbone

Coeur d’Alene, Idaho, Sept. 19, 2024 — Selkirk Sport, the leading pickleball paddle and accessories manufacturer, has selected Backbone to lead its public relations efforts. As Selkirk’s agency of record, Backbone will reinforce Selkirk’s position as the premier brand in the rapidly growing sport of pickleball, and drive awareness and relevancy with new audiences.

Founded in 2014, Selkirk is a family-owned business synonymous with high-performance pickleball paddles and accessories. With a commitment to innovation, Selkirk is focused on supporting athletes of all skill levels, from professional competitors to recreational players, while promoting the sport’s inclusivity and growth.

“Backbone understands our passion for the sport and how to connect authentically with our target consumers,” said Mike Barnes, co-founder and co-CEO of Selkirk Sport. “Their proven track record of success supporting challenger brands makes them the ideal partner to help us expand our market presence.”

Selkirk encompasses five distinct brands, each dedicated to expanding the reach of pickleball to a broader community. Selkirk Sport serves as the flagship brand, offering premium, made-in-the-USA pickleball paddles. Other brands include SLK, AvaLee, Selkirk Labs, PlayPickleball.com, the premier online destination for pickleball players looking to learn the game, and Selkirk Pickleball TV, the original and only free pickleball app.

“Pickleball is our favorite lunch break activity at Backbone so we’re thrilled to partner with a brand that aligns with our enthusiasm for the sport,” Ian Anderson, VP of Public Relations at Backbone. “As pickleball continues its meteoric rise, and the landscape gets more and more competitive for pickleball brands, we are excited to work with a family-owned industry leader that shares our company values.”

To learn more about Selkirk Sport, or to shop available products, visit www.selkirk.com.

Please direct media inquiries to Meg Herrington at meg.herrington@backbone.media.

About Selkirk Sport
Selkirk Sport, a made-in-the-USA manufacturer of pickleball paddles and accessories, is a family-owned and operated company. Selkirk Sport is based in Hayden, Idaho, in the shadows of its namesake, the Selkirk mountain range. Founded in 2014, Selkirk Sport was born from a passion for sport and the Western outdoor leisure lifestyle that was afforded to the company’s founders, Rob and Mike Barnes, along with their father Jim, who is Selkirk’s production manager. Backed by the philosophy of always pushing the limits, Selkirk Sport is committed to manufacturing products that deliver the highest performance with unmatched quality and service. Selkirk Sport has become one of the industry’s fastest-growing companies, with paddles used by many of the game’s premier players, such as Jack Sock, Catherine Parenteau, Dylan Frazier, Mary Brascia, Maggie Brascia, James Ignatowich and a host of others premier players and national/regional champions.

About Backbone

Backbone is the country’s leading active lifestyle media agency. For over 27 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. Backbone has consistently been included on Outside Magazine’s “Best Places to Work” list with offices in Carbondale and Denver, Colorado. For more information, visit www.backbonemedia.net.

Contact

Meg Herrington
Backbone Media
meg.herrington@backbone.media
970.963.4873 ext. 1240

Outdoor Industry Applauds Administrative Action on De Minimis; Urges Congressional Action in Industry Letter to Lawmakers

White House Announces Significant Changes to De Minimis Rules Amid Heightened U.S.-China Tensions

Washington, D.C., September 18, 2024 – Last week, the White House announced its intention to make sweeping changes to Section 321 de minimis entry procedures through the federal regulatory rulemaking process. The changes, designed to curtail the flood of duty-free shipments, particularly from Chinese e-commerce platforms, aim to bolster U.S. enforcement capabilities to prevent bad actors from circumventing health, safety, and trade laws. The timing of when the Administration intends to issue the new proposed rules remains uncertain.

In a Fact Sheet released on Sept. 13, the Biden Administration outlined a series of reforms targeting the de minimis provision under Section 321, which currently allows low-value goods, under $800, to enter the U.S. duty and tax free, with limited data requirements. The reforms will specifically reduce the volume of these shipments and improve data collection to enhance enforcement against illegal and unsafe imports.

In a joint press release, the Department of Homeland Security (DHS) and Customs and Border Protection (CBP) reaffirmed their commitment to fast-track the rule changes while simultaneously pursuing legislative solutions. Homeland Security Secretary Alejandro Mayorkas echoed the urgency for reform, expressing eagerness to work with Congress to expedite comprehensive de minimis legislation. He highlighted the need for action before year-end, citing the widespread abuse of the system that has allowed foreign e-commerce platforms to gain unfair advantages. Simply put, Congressional action will prompt implementation of the reforms more quickly than if the changes have to go through the federal rulemaking process. However, despite bipartisan efforts, no final compromise has been reached, prompting 100 House Democrats to urge the administration to take decisive executive action.

“This announcement represents a critical step forward in leveling the playing field for American manufacturers and retailers,” said Kent Ebersole, President of OIA. “We applaud the administration’s leadership and look forward to further congressional action to protect U.S. jobs and industries, including providing de minimis parity for U.S. FTZs.”

Among the key reforms, the proposed changes will:

  • Revoke de minimis eligibility for import-sensitive products, including textiles and apparel.
  • Bar items subject to trade enforcement actions, including Section 301 tariffs on China, from de minimis entry.
  • Require shippers to provide additional data, including 10-digit HTS product codes.
  • Implement stricter penalties for non-compliance, targeting those trafficking illicit goods.

The White House’s announcement comes as Congress continues to grapple with finding a compromise on competing legislative proposals. The House Ways and Means Committee passed the End China’s De Minimis Abuse Act earlier this year, while Senate Finance Committee Chairman Ron Wyden (D-OR) is championing a similar proposal not yet introduced—the FIGHTING for America Act—to tackle the issue.

Outdoor Industry Association (OIA), and the nearly 400 outdoor businesses it represents, have been among the key advocates for these reforms, noting the substantial harm caused by the unchecked flow of e-commerce shipments. In an industry letter to Chairman Wyden and House Ways and Means Committee Chairman Jason Smith (R-MO), OIA stressed the urgency of de minimis reform for the outdoor recreation sector, which contributes $1.1 trillion to the U.S. economy and provides 5 million jobs across the country. OIA is in support of Chairman Wyden’s de minimis bill, and hopes to see its passage this year, particularly with the inclusion of de minimis parity for U.S. Foreign Trade Zones (FTZs). In addition, OIA and its partners articulated the need for the retroactive renewal of the Generalized System of Preferences (GSP).

In conjunction with the de minimis announcement, the United States Trade Representative (USTR) finalized decisions from its Four-Year Review of Section 301 tariffs on China. The USTR’s findings confirmed that Section 301 tariffs will remain in place, with increases on strategic sectors such as electric vehicles, solar equipment, and critical minerals slated to begin this month. Notably, products like ship-to-shore cranes and enteral syringes will be exempt from these tariff hikes.

The changes represent a unified effort by the Administration and Congress to strengthen protective trade measures as the U.S. faces rising concerns over military, economic, and technological threats from its largest trading partner. The announcements follow “China Week,” where the House passed 25 bills to address these issues.

About the Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. For more than 30 years, OIA has served as the trusted convenor, resource, and voice of the outdoor industry. OIA unites and serves manufacturers, suppliers, sales representatives, and retailer members through its focus on trade and recreation policy, sustainable business innovation, and outdoor participation. The association provides its members with insights, advocacy, and opportunities for action that support the long-term success of outdoor businesses and ensure the outdoor experience for all. For more information, visit outdoorindustry.org

Media Contact

Chris Denny / Denny, ink. / 435-655-1609 / chris@dennyink.com

 

Dermatone, Leading Outdoor Skincare and Sunscreen Brand, Introduces Natural Anti-Chafe Body Stick at Retail Now

SOUTHPORT, Conn. –  (September 17, 2024) – Dermatone, a leading skin and sun care brand since 1981, today introduced the Anti-Chafe Body Stick, joining its product line of sun protection and skincare. The natural, antibacterial and fragrance-free balm protects skin from rubbing, irritation and friction during a variety of outdoor activities including endurance sports like running, cycling, triathlons, marathons, hiking, mountain-biking, swimming, and surfing, as well as everyday use. The Anti-Chafe Body Stick is available in two sizes, 1.5 oz. ($11.99) and .45 oz. ($7.99), at dermatone.com and at select retailers in-store and online.

“Our Anti-Chafe Body Stick builds upon our legacy of bringing expertise to a new, important category enhancing the outdoor enthusiast’s experience,” said Doug Metchick, president of Dermatone. “We have developed a specialized formula safeguarding skin from friction and irritation to help adventurers and outdoor enthusiasts make the most out of their outdoor experience.”

Specifically, the Dermatone Anti-Chafe Body Stick’s clean, non-greasy and long-lasting formula creates a barrier on your skin yet keeps pores clog-free ensuring that skin breathes. The natural ingredients soothe, moisturize, and protect skin while preventing painful chafing. It can be applied to areas where friction is often an issue including feet, thighs, chest, groin and armpits. It is non-greasy and goes on clear with ingredients like tea tree oil, aloe vera, vitamin E, and sunflower seed oil.

For more information, visit dermatone.com

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About Dermatone

Since 1981, Dermatone has been the trusted choice for outdoor enthusiasts and adventurers seeking high-quality skincare solutions. Our specialized, science-backed formulas are designed to be effective in all types of extreme conditions including sun, wind, dry, cold and frostbite. Crafted with clean, premium ingredients, Dermatone’s innovative products protect, hydrate and restore your skin all year long. After more than 40 years, Dermatone still maintains a reputation as the go-to brand for those committed to maintaining healthy skin and who demand high performance, quality and reliability in their skincare routine. Dermatone products are proudly made in the U.S.A.

Media Contact:

Charlotte Daher de Garcia, CGPR

charlotte@cgprpublicrelations.com  

 

Wiley X Launches New R.E.D Collaboration in Partnership with Boot Campaign and Nine Line Apparel

FRISCO, Texas (Sept. 13, 2024) – Wiley X, a global leader in premium protective eyewear, proudly announced today the launch of the Remember Everyone Deployed (R.E.D) collaboration in partnership with Boot Campaign and Nine Line Apparel. This partnership introduces a limited-edition R.E.D Friday shirt designed to honor our nation’s military personnel.

The R.E.D. Friday movement is embraced in the U.S. by various organizations, military families, and communities as a way to express gratitude for the military’s dedication and service. Each Friday, participants wear red as a symbol of appreciation for the sacrifice and service of our military members.

The partnership between Wiley X, Boot Campaign, and Nine Line Apparel encourages individuals to show their support by purchasing a specially designed R.E.D. T-shirt. By buying the R.E.D. T-shirt, supporters not only show their support for service members but also contribute to initiatives that benefit veterans and their families.

“This partnership reflects the collective commitment of Wiley X, Boot Campaign, and Nine Line Apparel to the courageous men and women who serve our country every day,” says Dan Freeman, CEO of Wiley X. “We are honored to partner with these brands to show our support for our service men and women.”

The limited-edition R.E.D. t-shirts will be available for purchase at www.ninelineapparel.com beginning Friday, Sept. 13th, with orders expected to ship in early October.

For information regarding Wiley X and its range of eyewear products, visit www.wileyx.com.

For more information about the R.E.D Campaign, visit www.ninelineapparel.com.

For more information on the Boot Campaign, visit www.bootcampaign.org.

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About Wiley X

Veteran-founded in 1987, Wiley X has been producing the world’s most protective eyewear to various markets that rely on impact resistance for over 30 years. Myles Freeman Sr., a military veteran, started Wiley X to protect the eyes of those who protected America. The company’s military heritage helped carve a roadmap for Wiley X in the years to follow for many well-respected weekend warriors. Every adult eyewear style made by Wiley X meets ANSI Z87.1 High Velocity and High Mass Impact Safety Standards, for protection that goes far beyond the harmful rays of the sun. Select styles meet U.S. military MIL-PRF 32432 (GL) or MIL-PRF 32432A standards for ballistic eye protection, a key reason why Wiley X has been a leading provider of vision protection equipment to the U.S. military and law enforcement for more than 30 years. For information regarding Wiley X and its range of eyewear products, visit www.wileyx.com.

About Boot Campaign
Established in 2009, Boot Campaign’s mission is to unite Americans to honor and restore the lives of Veterans and military families through individualized, life-improving programs. Accredited by the Better Business Bureau and with a Platinum rating from Candid and Four-Star rating from Charity Navigator, on average 87% of funds raised by Boot Campaign go directly to its mission-driven programs. To learn more, visit bootcampaign.org and follow the organization on Facebook, Twitter or Instagram using the handle @bootcampaign.

Media Contacts
Buck Martin, Backbone Media, LLC

buck.martin@backbone.media

970.963.4873 ext. 1140

 

 

 

Jogology® Grows Performance Running Sock Collection with Introduction of New Quarter Length Socks, New Colors

Wake Forest, N.C. (Sept. 12, 2024) – Jogology expands its collection of performance running socks to include a new quarter length option for athletes. Celebrating its first anniversary this month, Jogology’s brand ethos is to grow the running community in meaningful ways – to unite runners around the world and inspire community.

“We worked very hard on designing these new socks and we are excited to expand the line with the quarter length option for runners who want more ankle coverage,” said Tanya Pictor, co-founder of Jogology. “This past year has been amazing, and we feel we are just getting started with the momentum of Jogology. We are excited to continue to work hard with all our retail partners and continue to provide the highest quality products for their customers.”

Jogology’s Quarter sock is built on its popular medium cushion style. This sock has lush, cushioned heels and toes, with no cushioning around the midfoot. Boasting a second-skin fit, this sock offers arch support massage bands to reduce excess fabric and create moisture management between the foot and shoe. A soft knit above the ankle rib band minimizes pressure marks and adds coverage and with a protective area covering the large toe for added comfort. Crafted using 200 needle machines and sustainable, recycled re-dri™ yarn, Jogology socks offer ultimate com-fit, performance, durability and softness.

The Jogology Quarter is available in silver grey, sky, white and black colorways and retails for $16.

Jogology places great importance on embracing the chance to run and discover the world. With a strong commitment to sustainability, Jogology functions as an environmentally responsible enterprise, making eco-conscious decisions across all facets of its operations. Key sustainability initiatives encompass the utilization of advanced yarn crafted from reclaimed materials and sustainably sourced wood pulp, the integration of recycled polyamides for weaving and design, the adoption of packaging crafted from recycled paper sourced from post-consumer waste, and deliberate avoidance of plastic in packaging, except for white products to maintain the pristine appearance of white socks.

Jogology continues to be dedicated to prioritizing the interests and growth of its valued retail partners. This unwavering commitment underscores the company’s ethos, where fostering strong and enduring partnerships is at the core of its business strategy. It reflects a shared vision for prosperity, where both Jogology and its partner retailers thrive in unison, creating a symbiotic relationship that drives the brand’s continuous growth and success. The company has just announced its inaugural award for the 2024 Future Leader of the Year, which celebrates an individual who has been a driving force in the run specialty industry – championing innovation and leadership. Jogology will present the Future Leader Award during The Running Event 2024 in Austin, Texas.

In addition to the new Quarter sock, Jogology also adds new colorways to its existing low, medium and high cushion ankle socks. The entire collection is  available now in specialty retailers across the U.S.  To find a store and to learn more about Jogology, please visit https://jogology.com/.

About Jogology

Jogology® is a performance running sock brand made by runners, for runners. One unique design, one sustainable moisture-management yarn, all the bells and whistles you need to perform at your best. Our socks provide comfort, performance and value all in equal measures. They’re designed to help you go the distance, whatever that may be for you. Partnering with and supporting organizations that reach out and connect with the running community is a key pillar of this new brand. Our aim is that Jogology® becomes a vehicle for all runners, each with their own unique social interests, to be able to reach out and connect where it matters to them most. To learn more about the brand, please visit: jogology.com.

MEDIA CONTACT:

Verde Brand Communications

Julie Evans (julie@verdepr.com)

970.946.0856

Norrøna Announces New Partnership with Protect Our Winters

OSLO, Norway (Sept. 12, 2024) — Norrøna, the four season, family-owned Norwegian manufacturer of premium apparel and gear, today announced a new partnership with Protect Our Winters (POW), a leading nonprofit advocacy group that helps passionate outdoor people protect the places and experiences they love from climate change. To celebrate the new partnership, Norrøna will hold a special screening of ambassador and professional big mountain skier, Amie Engerbretson’s film, “The Hypocrite,” followed by a Q&A session with Engerbretson and POW CEO Erin Sprague at 7 p.m. on Thursday, Sept. 26 at the Norrøna Flagship New York City, located at 67 Green St., New York.

“The Hypocrite” directly addresses imperfect advocacy in the world of outdoor recreation. A discussion on the film, POW’s ongoing work, and how individuals can show up as advocates with Engerbretson, Sprague and other special guests will follow, as part of Norrøna’s “Inspiring climate action with POW” event. The screening serves as POW’s main event for Climate Week NYC, which is the largest annual climate event that brings together thought leaders, change makers, and members of the public to drive climate action.

“As we look to the November elections and our climate future, we are honored to join our partner, Norrøna, in hosting our Climate Week event, joining this global community striving toward the systemic changes that will limit the worst impacts of a warming planet,” said Erin Sprague, CEO of Protect Our Winters. “The stories we share from our Alliance members like Amie Engerbretson catalyze our clean energy conversations and illustrate how individuals, even as imperfect advocates, drive the broader movement for clean air, clean water, and a healthy planet for future generations. We must meet the moment, work together for climate progress, and show up in the most critical election of our lifetime.”

Engerbretson, who joined the Norrøna ambassador team earlier this year, has been an active POW Athlete Alliance member for years, receiving the 2021 Alliance Member of the Year award for her impactful work in climate action on the mountain and Capitol Hill.

“I am so excited to partner with Norrøna and POW for this event during Climate Week NYC. It is a crucial time in the U.S., ahead of the election. Bringing people together to discuss how we all can be part of the solution, with the tremendous potential power of our outdoor community, is exciting,” said Engerbretson. “I look forward to sharing my film, ‘The Hypocrite,’ and diving deep into topics such as imperfect advocacy, systemic change and how the outdoor community can help shape the future of our warming planet.”

Norrøna is joining POW’s Brand Alliance at the Basecamp level. At that level, Norrøna will receive quarterly training and materials on climate science, communications and strategy that will help support Norrøna’s environmental and sustainability goals outlined in its 2029 Responsibility Roadmap. POW will also provide Norrøna with relevant advocacy opportunities tailored to policy, geography and industry relevance that can be shared with employees and customers alike.

Protect Our Winters was founded in 2007 by Jeremy Jones to mobilize the snowsports community to come together and take actionable steps towards addressing the impact of climate change. The organization welcomed pro athletes, individuals, resorts, brands and outdoor enthusiasts throughout the years and now has a worldwide network of more than 130,000 supporters.

For media inquiries about Norrøna, its partnership with POW and the NYC event, please contact senior account manager Corinne Baud at corinne.baud@rygr.us.

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About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear. www.norrona.com

About Protect Our Winters (POW): Protect Our Winters is a 501(c)(3) nonprofit that helps passionate outdoor people protect the places and experiences they love from climate change. Founded in 2007 by professional snowboarder Jeremy Jones, POW is a community of athletes, scientists, creatives, and business leaders advancing non-partisan policies that protect our world today and for future generations. For more information, visit www.protectourwinters.org.

 

Superfeet and LineDrive Join Forces to Boost Workplace Safety and Performance

FERNDALE, Wash. (Sept. 12, 2024) — Superfeet, the global leader in performance insoles, is proud to announce a strategic partnership with LineDrive, a solutions-based sales agency that specializes in matching large-scale businesses with innovative workplace safety tools. This collaboration aims to revolutionize employee comfort and safety in the manufacturing and industrial sectors through the introduction of Superfeet work-specific insoles.

As part of this partnership, LineDrive will introduce premium insoles from Superfeet to employers, emphasizing the importance of ergonomic support in enhancing workplace productivity and safety. Employers will be offered the opportunity to provide their employees with Superfeet insoles, ensuring consistent support and performance on the job.

“Our partnership with LineDrive represents a significant step forward in promoting workplace safety and well-being,” says Trip Randall, CEO at Superfeet. “Together we’re committed to delivering innovative solutions that help businesses thrive while prioritizing the health and safety of their workforce.”

LineDrive specializes in connecting manufacturers with industrial safety distributors and meets with companies to enhance safety and productivity throughout the U.S. and Canada.

LineDrive’s expertise in workplace safety, coupled with Superfeet’s reputation for high- performance athletic and work insoles, creates a powerful synergy aimed at improving employee well-being and operational efficiency.

“LineDrive is absolutely thrilled to announce our partnership with Superfeet. They bring to market a high quality, innovative ergonomic design that the industrial MRO market has yet to see and feel,” says Jeff Jordan, VP of Channel Management for LineDrive. “Superfeet insoles allow employers to turn their everyday workers into high productive industrial athletes. Once you experience the difference, there really is not another choice.”

Superfeet and LineDrive will be showcasing their innovative solutions at the National Safety Council (NSC) Congress & Expo in Orlando, Florida from September 16-18, 2024. Attendees are invited to visit Booth #1071 to learn more about the partnership and how Superfeet and LineDrive are setting new standards for workplace safety. Representatives from both companies will be available to discuss the benefits of Superfeet insoles and how they can be integrated into existing safety programs.

For media inquiries, please contact Andrea Green at andrea.green@rygr.us.

ABOUT SUPERFEET WORLDWIDE, LLC: Born from the sports medicine division of Northwest Podiatric Labs more than four decades ago, Superfeet is a supporting force for athletes worldwide, creating ground-breaking insoles designed to perform in the most strenuous situations. Superfeet trim-to-fit insoles and 3D-printed personalized insoles feature legendary Superfeet® shape and deliver a customized footwear experience, essential to achieving elite level performance. Committed to shaping a strong foundation for a healthy future, Superfeet donates 1% of sales and countless volunteer hours to community initiatives. For more, visit superfeet.com.

ABOUT LINE DRIVE:

LineDrive is a leading outsourced sales and marketing organization covering North America focused on making the end user safter and more productive. Their business model has been defined by industry leading innovation, strategic customer solutions and consistent growth for more than 20 years. LineDrive is known for Driving Predicable Success™.

Contact:

Andrea Green, Senior PR Account Manager andrea.green@rygr.us

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Heel™ & Verde Brand Communications partner to promote the world’s first virtual dog leash

Holland, MI (Sept. 12, 2024) – Heel™, a subsidiary of the Fleetwood Group, announces its partnership with Verde Brand Communications to lead public relations for the Heel Virtual Dog Leash™, including brand communications, social media, and affiliate marketing to grow brand awareness in the outdoor and active lifestyle markets.

Whether you’re hiking, camping, running or working around the homestead, Heel will keep your furry friend nearby and in control. The built-in-the-USA technology was originally developed during the Covid-19 pandemic to ensure social distancing between humans. Unlike some brands that offer static containment, the Heel Virtual Dog Leash allows the dog owner to set the length of the virtual leash from as little as 10 feet, up to 750 feet. Dog owners can choose tone, vibration, or optional static correction when the dog exceeds this moving boundary. The technology does not rely on cellular, GPS, WiFi, or Bluetooth, making it suitable for remote locations like on the hiking trail or off-the-grid.

“We’re excited to partner with Verde to spread the word about the Heel Virtual Dog Leash,” said Jason Grant, CEO of Fleetwood Group. “The agency’s deep expertise in the active lifestyle space aligns perfectly with our vision to offer pet owners innovative solutions that let them adventure together, no matter where they go. We’re looking forward to growing the Heel brand, reaching even more dog owners who want off-leash flexibility and the freedom to explore safely.”

Verde Brand Communications brings over 23 years of experience in elevating brands within the outdoor and active lifestyle sectors through comprehensive, digitally-driven PR campaigns, experiential events, digital marketing strategies, and engagement with media, influencers and content creators.

“Heel is a perfect fit with the Verde team, whose dogs are extensions of our families,” said Julie Evans, CEO of Verde Brand Communications. “Heel’s unique technology makes its brand and products a great fit in so many spaces, from hiking to homesteading, and we’re looking forward to exploring all of these possibilities to grow the Heel brand.”

Under the new partnership, Verde will work closely with Heel to develop and execute strategic PR initiatives to build brand awareness and loyalty, drive consumer engagement and sales, and strengthen Heel’s position as a leader in the pet and outdoor industry.

For more information about Heel, please visit Heel.dog. For media inquiries or further information about the partnership, please contact Lauren Haber, heel@verdepr.com.

About Fleetwood Group

Fleetwood Group was founded in the 1950’s and is 100% employee-owned. The company has two divisions: Fleetwood Furniture designs and manufactures furniture for the education industry, and Fleetwood Electronics designs and manufactures wireless low-power devices for a range of industries, including healthcare. Heel is a subsidiary of the Fleetwood Group and Fleetwood Electronics. For more information about Fleetwood Group, please visit www.fleetwoodgroup.com.

About Verde Brand Communications

Verde Brand Communications is a woman-founded, woman-led agency focused on brand communications and strategy, media relations, digital marketing and affiliate management. We specialize in serving the outdoor and active lifestyle industries as well as adjacent specialty markets. Our market-driven approach stems from a nimble, close-knit team of creative thinkers along with proven industry experience since Verde was founded in 2002. We have offices in Durango and Boulder, Colo., and Jackson, Wyo. For more information about Verde, please visit www.verdepr.com or follow our adventures on Instagram and LinkedIn.

Snow Peak Acquires Majority Stake in Swift Fly Fishing Company

Portland, OR – September 11, 2024  – Snow Peak, a Japanese camping brand with 65 years of history,  is thrilled to announce the acquisition of a majority shareholding in Swift Fly Fishing, making it a proud subsidiary of the Snow Peak family. This strategic acquisition aligns with Snow Peak’s mission of reconnecting people with nature through innovative outdoor experiences.

Founded in 1958, Snow Peak has long been a pioneer in the outdoor industry, offering products and experiences that bring the outdoors into everyday life. With a deep commitment to enhancing human connections through nature, Snow Peak continues to expand its offerings, fostering a global community of campers and outdoor enthusiasts.

“We are thrilled to bring Swift Fly Fishing and the Epic Fly Rod brand into the Snow Peak family,”  said Tohru Yamai, Snow Peak CEO and Chairman of the Board. “I’ve been fly fishing my entire life and Epic products are the best gear I’ve ever seen. This union beautifully blends our passion for camping with Swift’s artistry in fly fishing, further extending our mission to connect humans with nature’s rhythms. We look forward to the possibilities that lie ahead as we deepen our investment in the fly fishing market.”

Swift Fly Fishing, headquartered in Wanaka, New Zealand, is a leading high-end brand in the global fly fishing industry, known for its Epic Fly Rods brand. The Epic brand has set a new standard in fly fishing gear with its use of advanced materials and innovative designs, including graphite, graphene, and Epic’s proprietary “Fast Glass” composite material. Epic fly rods, reels, and accessories are celebrated for their superior design, strength, and precision, making them the top choice for discerning anglers around the world.

Founded by Carl McNeil and Jeanie Ackley, Swift has established itself as an innovator within the industry.

“While we will remain heavily influenced by our New Zealand heritage, the new relationship with Snow Peak will allow us to extend our fly fishing offerings and expand globally,” said McNeil. “New Zealand is the perfect laboratory to design and develop world class fly fishing equipment, we’re extremely excited about what’s on the horizon.”

Beyond its premium products, Swift Fly Fishing will also expand into experiential adventure tours that will blend travel, accommodation, dining, and fly fishing experiences in collaboration with elite fly fishing communities globally.

Through the acquisition, Snow Peak aims to integrate the advanced technologies and superior quality of Swift’s Epic brand into its own offerings, creating unique outdoor activity experiences that combine the joys of camping and fly fishing. This partnership is expected to further Snow Peak’s goal of restoring human nature by deepening people’s connection to the natural world.

About Snow Peak        

Founded in Japan in 1958, Snow Peak is a camping brand serving customers in the USA for more than 20 years, with a mission to unite people and alleviate the stresses of modern life through time gathering outside. Its Japanese-designed, lifetime-guaranteed camping equipment serves as a catalyst for restorative experiences in nature. Focused on bringing people together, Snow Peak operates immersive retail locations in Portland and Brooklyn, as well as a Portland restaurant, Takibi, a PNW izakaya that brings to life the brand’s belief that time spent sharing food and drink by the fire is the best way to connect with one another. Snowpeak.com

 

About Swift Fly Fishing

Swift Fly Fishing, based in Wanaka, New Zealand, is renowned for its Epic brand of premium fly fishing gear. Epic fly rods are built to withstand the toughest conditions while offering unmatched accuracy, sensitivity, and versatility.

For more information, please visit snowpeak.com and swiftflyfishing.com.

 

Patented Fish Measuring Feature Headlines onWater Fish’s Newly Launched C.A.T.C.H Project, Empowering Community Science in Recreational Angling

Boulder, CO – September 11, 2024 – onWater Fish, the leading mobile mapping app for recreational anglers, unveils the ambitious C.A.T.C.H Project (Community of Anglers Tracking for Conservation & Habitat), a groundbreaking initiative combining AI-powered tools like the first-ever and patented fish length estimation from a photo and community science to transform recreational fishing and fisheries management organizations’ approach to conservation and data acquisition efforts. onWater Fish is the first-ever recreational mobile mapping app to integrate a photo-based fish measurement tool alongside a suite of community science tools, empowering everyday anglers to make a real difference for our watersheds and coastal areas. For scientists it provides a mobile, real-time data collection tool, and for anglers, a private journal to document their experiences, helping them fish smarter and contribute valuable information for fisheries management.

Harnessing AI for Smarter Conservation:

onWater, with its deep roots in conservation, has spent years developing innovative tools to tackle the critical challenges facing our watersheds. Their proactive approach has positioned them as a recognized industry leader and a driving force for positive change.

  • Newly Patented, Industry First, AI-driven Fish Length Measurement: onWater has developed and patented the first AI-driven suite of technology tools to revolutionize the way Fisheries Management organizations collect data and protect fish This solution eliminates the need for traditional methods like tape measures or use of reference objects, allowing for quick, stress-free fish measurement through a simple photograph. This feature delivers length data within seconds, enhancing research and conservation efforts. Additionally, onWater captures valuable location-based water and weather data alongside the specifics of each fish, providing a comprehensive understanding of the entire ecosystem. By partnering with onWater, organizations and anglers alike can contribute to further refining this groundbreaking technology.
  • Expert Fish Species Identification: Another problem that onWater aims to help solve is proper identification of fish species. Many anglers hit the water every year knowing regulations but struggle to properly identify the species of trout they just caught. The onWater Fish app has integrated 3rd party species identification tools that instantly identifies the fish from a vast database of 289 freshwater and saltwater species.

“By empowering anglers to become community scientists, onWater Fish is providing an innovative mechanism to expand exponentially the collection of information and enhance our understanding of aquatic ecosystems. We encourage all fishing industry leaders to support this effort and encourage their communities to get involved by downloading the onWater Fish app and contributing to the freely-accessible community science opportunities. By working together, we can ensure the sustainability of the fish and aquatic ecosystems we love for generations to come.” – Alex Maier, onWater CMO

Supporting “Keep Fish Wet” & Data Privacy for Fish Welfare:

 onWater Fish encourages responsible angling practices. Our AI-powered tools minimize fish handling, promoting the “Keep Fish Wet” principles for healthier fish populations.

We also prioritize data privacy and unlike other fishing mobile apps, onWater Fish won’t contribute to spot burning – an angler’s success on the water remains private to them. Any catch that is logged remains in their own private in-app journal and is only shared with vetted conservation agencies engaged in fisheries and watershed research.

How Leading Conservation Organizations are now Integrating the onWater Fish app and helping to Pioneer Community Science in Recreational Fishing:

TroutSpotter (Coming Soon to a Watershed Near You!):

“TroutSpotter represents a remarkable advancement in fisheries science, enabling unprecedented image-based tracking of individual trout. onWater Fish is an ideal platform to engage community scientists and generate crucial data for trout conservation and restoration efforts.” – Ben Letcher, USGS. Integrating an AI-enabled individual fish identification platform developed by WILDME and the USGS through a collaboration with Trout Unlimited, onWater Fish is the exclusive mobile app for “TroutSpotter.”

Science on the Fly – Conservation Observation Tool:

“The true measure of conservation lies not just in data, but in the felt experience of our connection to the natural world. Through mindful observation with the onWater Fish tool and embodied action, anglers can become the stewards our waters need,” says John L. Le Coq, Founder and CEO of Fishpond. onWater Fish and Science on the Fly (SOTF) have worked together to modernize how their 150+ community scientists collect data in the field. Rather than using their field books, the new Conservation Observation tool is a step forward to make the processes of community generated data collection more streamlined- for the angler and the scientists.

A Call to Action for the Fishing Industry and Anglers alike:

“AFFTA is thrilled to see onWater empowering anglers and harnessing the power of AI. This tool will allow us to persuade managers to look at our fisheries more holistically and listen to anglers who are seeing the changes in real time. This data will be invaluable in our fight for healthy fisheries, allowing us to advocate with concrete evidence and a collective voice.” – Lucas Bissett, AFFTA Executive Director

  • Fisheries Management Organizations: We invite organizations whose mission is fisheries management and/or conservation to reach out to our team to learn more about how they can integrate the value of onWater fish technology and users into their own efforts.
  • Fishing Product Manufacturers, Retailers, and Outfitters : onWater Fish is actively collaborating with many brands and community-based organizations to spread the word and advocate for the use of these free-to-use conservation tools. If your company believes in putting conservation in the hands of your customers, followers and fans, reach out to onWater today.
  • Become a Community Scientist Yourself: By harnessing the power of AI, fostering conservation, and prioritizing data privacy, onWater Fish lets you enjoy the sport while safeguarding our invaluable aquatic resources. Log your fish, share your observations, and become a community scientist and use your data to become a smarter angler. Download the app (available on iOS and Android) and join a community dedicated to preserving our waters for future generations.

“Our unique strength lies in being a data company first. Through our mobile app, we’re putting powerful conservation tools in the hands of every angler, free of charge. We’re not just collecting data for fisheries management, we’re empowering anglers with insights to improve their fishing experience with every fish they catch or trip they take. It goes without saying, but this whole project is a huge part of our vision of Fishing Access for All™” – Alex Maier, CMO at onWater Fish

If your organization is interested in working with onWater, please contact Alex Maier, alex@onwaterapp.com or visit the C.A.T.C.H. Project’s landing page. Together with onWater Fish, we can create a powerful network for positive change.

Experience the future of fishing with onWater Fish. Download the app today.

About onWater Fish:

onWater Fish empowers anglers of all skill levels to become conservationists in their own backyard. By combining cutting-edge technology with a passion for sustainability, we provide the tools and resources anglers need to discover new fishing spots, identify and log catches, contribute to community science, and support vital conservation initiatives.