Next generation hunting gear changes the game for serious hunters
Elkton, MD – July 8, 2009 – While the sport of hunting dates back to the origins of man himself, each generation of hunters has benefited from new scientific and technological developments that give them an advantage in the field. Early adopters of these "game-changing" advances have always been the vanguard of their sport. On July 1, 2009, W.L. Gore & Associates and Sitka® will launch a new game-changing technology for these types of hunters – GORE® OPTIFADE™ Concealment, which can only be found on Sitka® gear.
Game-Changing Gear
GORE® OPTIFADE™ Concealment is the first-ever visual concealment pattern based on the science of animal vision. Developed by a team of experts, including an animal vision scientist and a military officer who specializes in digital concealment, the new technology considers the way a deer perceives color and the ratio of positive to negative space in an effort to make the hunter blend with his environment. The pattern also breaks up the symmetry of the human body to prevent the prey from recognizing the hunter as a predator.
"In the history of the sport, there have been critical turning points at which certain technologies have become the new 'norm,'" said David Dillon, hunting category leader at Gore. "We believe that GORE® OPTIFADE™ Concealment is one of those game-changing developments, and that patterns based on animal vision are the future of visual concealment."
Sitka®, Gore's exclusive launch partner for GORE® OPTIFADE™ Concealment, applies mountaineering principles to its system of gear, using the highest quality technical fabrics to create non-bulky apparel that moves with the hunter. Sitka's unique layering system makes the gear flexible for use in a variety of conditions.
Sitka's entire line of 2009 gear is available in the GORE® OPTIFADE™ Concealment pattern. Select pieces also feature Gore's waterproof, breathable
"Each year, our system of gear evolves to meet the needs of the performance hunter," commented Jonathan Hart, founder and president of Sitka®. "Those who appreciate Sitka® products hunt hard – and, often, the more challenging the conditions in the field, the more satisfying the hunt is for them. With the incorporation of OPTIFADE™ and Gore's technical fabrics in our 2009 system, we are giving them the best possible gear to be successful."
The Evolving American Hunter
Sitka® and W.L. Gore & Associates share that target demographic of the performance hunter. According to David Dillon, "Among observers of the sport, popular stereotypes of American hunters may still prevail, but we know that there is a significant and growing population of hunters who diverge from that mold."
Research supports Gore's conclusions. Gore commissioned a recent nationwide survey of avid hunters, defined as those who hunt 40 or more days a year and spend an average of five days or more on their hunting excursions. Conducted by Kelton Research, the survey provides some myth-busting statistics and paints a portrait of today's performance hunter.
Big Game: Big Business
Gore and Sitka® are optimistic about how the new product will perform at retail, citing additional survey statistics that enforce the prioritization hunters place on technical fabrics and concealment:
- Avid hunters rate the amount of time spent in the field as very important to the success of the hunt: 71% spend an average of 20 days or more in the field on a given hunt.
- Hunters rank quality and performance of their firearm or bow, level of mental acuity and comfort and performance of apparel as the top three most important factors in the outcome of their hunts. And comfort and performance of apparel rates far more important than the weather itself as a factor affecting the outcome of a hunt.
- 73% of hunters rate effectiveness of visual concealment as an 8, 9 or 10 on a 1-10 scale of importance to the outcome of a hunt.
"Serious hunters need to remain mentally alert and undistracted in a wide variety of conditions and over long periods of time," commented Dillon, "High performance apparel is an investment for those who are serious about their success in the field and want to maximize their opportunity."
Hunting equipment is a $10.7 billion business* and according to the Kelton study, more than half of avid hunters spend more than $2,000 per year on gear, permits and hunting-related travel.
For more information about GORE® OPTIFADE™ Concealment visit www.optifade.com.
About W.L. Gore & Associates (www.gore-tex.com)
Perhaps best known for its consumer products like
GORE, GORE-TEX, WINDSTOPPER, OPTIFADE and designs are trademarks of W. L. Gore & Associates, Inc.© 2009 W. L. Gore & Associates, Inc., 295 Blue Ball Rd., Elkton, Maryland, 800-431-GORE, gore-tex.com.
About Sitka® (www.sitkagear.com)
Established in 2005, Sitka® is known for its commitment to using the best technology, fabrics, designs, construction and partners to produce the best products available in the hunting market. Sitka® excels in the worst of conditions and is built to last. Sitka®: Turning clothing into gear. 870 Napa Valley Corporate Way Suite N, Napa, CA 94558. Phone # (877) SITKA-MG or 877- 748-5264.
*According to the U.S. Fish and Wildlife Service 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation
Contact:
Susan Goodell
Warschawski
410-367-2700 x 15
susan.goodell@warschawski.com
Andrea DiRuscio
Warschawski
410-367-2700 x 20
andrea.diruscio@warschawski.com
