SITKA Gear has introduced “For the Obsessed,” a new brand platform celebrating the dedication, preparation and persistence that drive hunters, anglers and other outdoor enthusiasts.
The campaign arrives as the Bozeman, Montana-based outdoor apparel company approaches its 20th anniversary. It will be accompanied by a national media campaign, a partnership with outdoor mapping platform onX and the release of three new products designed for demanding terrain and changing conditions.
The upcoming collection includes the versatile Ascent Shoe, the rugged Brush Pant and the adaptable Pursuit Pant.
Celebrating a Passion for the Outdoors
“For the Obsessed” is built around the idea that obsession can be a positive force—one that motivates outdoor enthusiasts to study landscapes, refine their skills, test equipment and prepare carefully for each trip into the field.
Rather than focusing only on distance traveled or equipment carried, the campaign explores the motivation behind the pursuit.
“‘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,” said Michael Vollkommer, director of community and public relations at SITKA. “It’s about the drive they can’t turn off. It isn’t what they do. It’s who they are.”
According to Vollkommer, that same attention to detail has guided the company’s approach to developing durable and protective outdoor equipment over the past two decades.
The campaign will appear across streaming television, YouTube, social media, print publications and outdoor advertising. Media placements will be concentrated around SITKA’s nine retail locations and in key outdoor markets across the United States.
SITKA and onX Search for “The Most Obsessed”
As part of the campaign, SITKA is collaborating with onX, a digital mapping platform developed for hunters and outdoor adventurers.
The two companies have launched “The Most Obsessed,” a nationwide nomination-based competition recognizing people who demonstrate an exceptional commitment to their chosen outdoor pursuit.
Beginning July 20, 2026, participants can nominate an outdoor athlete by sharing an authentic story explaining that person’s dedication. Selected participants will receive outdoor equipment packages and onX memberships.
One winner will also have the opportunity to serve as a SITKA product tester for a year. The role will involve working with the company’s product development team and providing feedback on prototypes before they are released publicly.
The competition gives SITKA customers an opportunity to participate in the development process while providing the brand with field-based insights from experienced outdoor users.
Three New Products for Outdoor Adventures
SITKA is supporting the launch of “For the Obsessed” with three new products created for hunters and travelers who regularly encounter challenging landscapes.
Each item addresses a different aspect of outdoor performance, from versatile footwear to abrasion-resistant pants designed for difficult terrain.
SITKA Ascent Shoe
The new SITKA Ascent Shoe is designed to bridge the gap between a trail-running shoe and a traditional hiking or hunting boot.
SITKA describes the shoe as a “multitool for your feet,” combining the lightweight comfort associated with a trail runner with the added stability and durability expected from outdoor footwear.
Its crossover design is intended for hiking, running, hunting and everyday use. This versatility may appeal to travelers who want one pair of shoes that can transition between the trail, camp and casual activities without occupying additional luggage space.
The Ascent Shoe is scheduled to launch on August 4, 2026.
SITKA Brush Pant
Developed for mid-to-late-season hunts, the Brush Pant is SITKA’s toughest hunting pant to date.
The pants are constructed for environments involving heavy brush, mud, rough ground and long days in the backcountry. Reinforced waterproof panels at the seat and knees are designed to keep hunters dry when kneeling, sitting or spending extended periods glassing.
A durable double-weave stretch fabric helps resist snags and abrasion while maintaining mobility. These features make the Brush Pant particularly suited to dense forests, overgrown trails and remote destinations where clothing may encounter branches, rock and wet ground.
The combination of reinforcement and stretch is intended to provide protection without the restrictive feel sometimes associated with heavier hunting apparel.
SITKA Pursuit Pant
The Pursuit Pant takes a more adaptable approach, with a design intended to perform across different seasons and environments.
Its lightweight four-way stretch fabric supports freedom of movement, while zippered hip vents provide additional airflow during strenuous hikes or warm conditions. Reinforced storage areas and a dedicated knife-clip panel help keep frequently used equipment secure and accessible.
The pants are designed for use in settings ranging from mountains and forests to open prairie and agricultural fields. Their relatively versatile construction may also make them useful for outdoor travelers whose itineraries combine hiking, wildlife viewing, camping and other active pursuits.
Technical Outdoor Apparel Designed as a System
Founded in Bozeman, SITKA Gear specializes in technical hunting apparel. Its products are designed to function as coordinated systems, allowing users to combine different layers according to weather, terrain and activity level.
The company develops and tests its equipment in laboratory and field environments, with a focus on durability, mobility and protection from changing conditions.
SITKA is owned by W. L. Gore & Associates, the advanced materials company best known for developing GORE-TEX fabrics and other performance technologies used throughout the outdoor industry.
Beyond equipment development, SITKA supports initiatives related to healthy ecosystems and wildlife populations. That connection between technical apparel and habitat conservation has helped the brand establish a strong following among hunters and dedicated outdoor enthusiasts.
With “For the Obsessed,” SITKA is placing that community at the center of its 20th-anniversary story while introducing footwear and apparel designed for the people who spend their time exploring demanding outdoor environments.
