SITKA Gear is mounting one of the largest branding efforts in its history as it approaches its 20th anniversary, and the framing is worth a look before scrolling into the details. The pitch, “For the Obsessed”, is based on the idea that the relentless drive behind hunting and fishing is a feature, not a flaw. Marketing outlines aside, the tangible parts caught my attention: a nationwide enrollment contest with OnX, and three new pieces of gear.
The competition, run in conjunction with OnX, offers gear packages, OnX membership (ranging from three months to lifetime), and the chance to become a SITKA product tester for a year. Speaking of product, there are three drops coming this summer: the Ascent Shoe, the Brush Pant, and the Pursuit Pant. Full details, pricing and availability dates are in the release below.
SITKA Gear Launches New “For Passionate” Brand Platform Celebrating the Tireless Effort Behind Pursuit
The comprehensive campaign includes national media investment, brand collaborations, consumer competition and category-defining product launches
Bozeman, MT – July 14, 2026 – SITKA GearThe premium outdoor apparel brand, known for pushing the boundaries of hunting and fishing performance, today announced the launch of “For the passionate,” A new creative platform Built on a simple reframe: Passion is not a fault. This is the defining characteristic of the modern player.
The campaign represents one of the largest brand investments in SITKA’s history as the company approaches its 20th anniversary. “For the Obsessed” strengthens SITKA’s connection with its core hunting and fishing audience while expanding the brand’s reach through a comprehensive media campaign of streaming television, YouTube, social media, print and out-of-home advertising. Media buying will be centered around SITKA’s nine retail locations and major outdoor markets across the country. keep an eye on the spot Here.
“For the passionate” doesn’t mean how many miles someone covers or what’s in their pack. It’s about what’s underneath it. It’s about the drive they can’t turn off. This is not what they do. It’s just who they are. Said, this moment is for them Michael Volkommer, Director of Community and PR at SITKA. “Like our fans, we’ve focused on every detail for the last 20 years to create the most durable and protective gear in the industry. We exist to serve the most dedicated outdoors people on the planet, and we will continue to innovate on their behalf every step of the way.
As part of the launch, SITKA is partnering with onxTo introduce the “Leading Digital Mapping Platform for Outdoor Enthusiasts,”most passionate,” A Nationwide nomination-based competition which rewards the most tireless athletes with a variety of premium gear packages, ranging from 3 months to lifetime onX membership, and Opportunity to become a SITKA product tester for one year – Working with the product development team to provide critical feedback on prototypes before they are publicly available. Starting July 20, fans can nominate the most passionate athletes of their lives to win by sharing their authentic stories sitkagear.com.
Additionally, SITKA is introducing three of its most innovative products ever as a tangible expression of that mission. Everything will be available online and at retail this summer:
- Climbing Shoe: An innovative shoe 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 the durability to last seasons on highly variable terrain. This product will be available for purchase from August 4.
- brush pants: SITKA’s toughest pant yet for mid-to-late season hunting, built to handle heavy brush, mud and long miles in tough country. Reinforced, waterproof panels on the seat and knees keep hunters dry during long glassing sessions, while the durable double-weave stretch fabric resists snags and abrasions without sacrificing mobility.
- The Pursuit Pants: : There is a pant designed to suit every weather and environment, from mountains and forests to open prairies and agricultural 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 are built to last.
fans can come sitkagear.com Or follow the brand on social media (@sitkegear) to learn more.
###
About Sitka Gear
SITKA Gear, based in Bozeman, Montana, created and pioneered the technical hunting apparel category. The company is recognized for its commitment to continually improving the hunters’ life experience and supporting healthy ecosystems and wildlife populations. SITKA products work together in systems, and each piece is rigorously designed and tested both in the laboratory and in the field. SITKA is owned by WL Gore & Associates, an advanced materials company known for its GORE-TEX™ fabric and many other industry-leading innovations that provide outdoor enthusiasts with durable comfort and protection. Go sitkagear.com To learn more about how SITKA enhances a hunter’s overall life experience.
andy husek
Andy is a lifelong outdoorsman and has hunted and fished all over the world, but his home state of Michigan is near and dear to his heart. He grew up fishing in the Great Lakes and hunted mostly waterfowl and small game until his teens, after which he soon became an avid big game hunter. He has hunted in North America from the northernmost parts of Alaska to the southernmost parts of Florida and everywhere in between. When he’s not hunting or fishing he is coaching travel softball and watching his two daughters play the sports they love.
