Ravin

Opportunity: Recognizing hunters have inherited a wildly conflicted legacy, we set out to overcome the challenge of old perceptions and cultural norms. From a past-time of European nobles to the hunting rituals of Native Americans to the celebrity of Daniel Boone – the modern day hunter had been stereotyped as reckless relics from a by-gone generation. With niche numbers of younger hunters and Boomers preparing to retire, we needed to retain our core audience while engaging a younger generation in order to secure the future of the sport.

Strategic Approach: Interest in the outdoors/hunting lifestyle wasn’t the problem, it was that manufacturers had not been engaging this audience.

Disturbed by the industrialized food system’s impacts, an entire generation of vegetarians and omnivores alike were seeking alternative paths to responsible dietary citizenship. As a part of the growing movement, our core audience had started planting gardens, raising backyard chickens and some were taking up rifles, shotguns, and bows.

We tapped into this interest of a more holistic existence to reignite the passion a back to basics way of life.

Solution: Apex Performance Hunting

We spoke to the modern hunter as a student and an aspiring elite athlete. We established crossbow hunting as both an emotional and spiritual journey. Recognizing crossbow hunting as a close quarter experience, placing you in direct proximity of a target, we positioned the practice as requiring the greatest level of respect, discipline and responsibility. When approached with humility, hunting can encourage the best of who we are: humans at our wisest and most mindful.