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Sportsman's Guide Retailer Rebrand

New ‘Share The Thrill’ Campaign To Help Sportsman’s Guide Connect More People With The Great Outdoors

Refreshed brand identity, website and advertising campaign poised to help company become the No. 1 online retailer of outdoor sporting goods

Sportsman's Guide – an outdoor sporting goods retailer known as a price and quality leader for nearly four decades – today launched a major brand campaign and redesign centered around a “Share The Thrill” rally cry that unites sportsmen both through their love of the outdoors and finding great deals on gear.

At the core of the extensive rebranding effort is a new, fresh and distinct Sportsman’s Guide logo. This will be brought to life with a new advertising campaign – including television spots – that will engage and create fans of the outdoors beginning in late August.

Sportsman’s Guide is also updating the look of their website and focusing more heavily on their Guide Outdoors blog and community forum, all the while extending the reach of their new “Share The Thrill” campaign.

The mobile and tablet friendly website features enhanced navigation, a simplified checkout process, an expanded customer review section and refined categories to find products quickly.

With up-to-date news and articles specific to each state, gear reviews, columns by outdoor experts and more, the Guide Outdoors will be the standard in helping sportsmen share their passion. By inviting like-minded enthusiasts to exchange experiences, adventures, photos and ideas with each other, the forum will become a true community.

“Sportsman’s Guide is boldly on the move with progressive innovations to better serve and engage with our customers,” said Jay Berlin, chief executive officer, Sportsman’s Guide. “What hasn’t changed are our long-held tenets of guaranteed low prices bolstered by 100 percent lifetime satisfaction and outstanding service.”

Berlin said that a deep underlying connection to its customers positions Sportsman’s Guide to continue evolving with confidence. “We have had our finger on the pulse of outdoors fanatics for nearly four decades,” he said. “Our success has come from knowing what thrills them and having those same interests ourselves.”

New Catalog Extends Momentum

Sportsman’s Guide has also launched a new 365 Outdoor Wear site and catalog offering customers a unique and quick one-click way to shop for value-based men’s and women’s outdoor clothing, footwear and accessories. Unlike the traditional limited classifications of products, the new concept focuses on providing carefully chosen products that match utility to customers’ needs. 

All products offered are chosen based on the ability to hold up to any outdoor activity and stand up to the demanding environments faced by customers at work or during outdoor adventures. 365 Outdoor Wear offers the best products in work, outdoor, western, hunting and tactical duty wear, including several well-known brands such as Carhartt®, Browning®, Wolverine®, Under Armour®, Merrell®, Irish Setter®, Bone Collector®, KEEN®, Mountain Hardwear® and Woolrich®.

The offerings also include many closeouts, factory over-runs, limited and big quantity buys priced below market levels.

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