Eureka! Welcomes Mark Hrubant as Brand Director

Johnson Outdoors, a leading global outdoor recreation company, today announced the newly organized senior management team that will enable the company to enhance its product development and marketing initiatives.
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EUREKA! WELCOMES MARK HRUBANT AS BRAND DIRECTOR

Linda Grebe Named Brand Director of Silva and Tech4o Brands and Web Marketing Communications; Rob Marcello Appointed as Eureka! Associate Brand Manager

BINGHAMTON, N.Y. (July 10, 2008) – Responding to the steady recreational camping market, Johnson Outdoors, a leading global outdoor recreation company, today announced the newly organized senior management team that will enable the company to enhance its product development and marketing initiatives. Mark Hrubant was named Eureka!'s brand director. Linda Grebe, formerly Eureka! product director, is now director of Johnson Outdoors' Silva and Tech4o brands and will oversee web/marketing communications for all brands. Rob Marcello, formerly the marketing and sales specialist for Silva and Tech4o, will now serve as Eureka!'s associate brand manager.

“In the past several years, the Eureka brand has successfully expanded into new categories, including N!ergy tents and accessories, sleeping bags, furniture and sleep pads,” said Bill Kelly, vice president of Johnson Outdoors and general manager for the Outdoor Equipment Division. “This newly formed team of experienced marketers is focused on driving continued future growth for Johnson Outdoors' premier outdoor equipment brands. As recreational camping continues to be the activity of choice for most Americans, we must be prepared to respond to this demand with innovative products, marketing and promotions that resonate with our consumers and customers. Mark, Linda and Rob have the proven expertise to do just that.”

As brand director, Hrubant will be responsible for the development of goals, strategies and tactical execution for the entire Eureka! product line. He will manage U.S. product development, as well as leverage synergies with Canada to develop brand equities and drive business focus. Prior to Johnson Outdoors, Hrubant worked with respected outdoor companies including Coleman, Mountain Hardwear, and W.L. Gore.

Grebe served as the product director for Eureka! tents for the past seven years and, over the last two years, has spearheaded marketing communications and web initiatives for all outdoor equipment brands.

“Linda brings exceptional product management expertise to her new role, having been the catalyst behind many key growth initiatives for the Eureka! brand,” continued Kelly. “She brings the right mix of marketing and product management skills that are needed to develop and enhance the Tech4o/Silva brand portfolio and performance.”

As associate product manager for the Eureka! brand, Marcello will play a key role in overall product development and will explore new categories for growth.

“Rob has proven himself by stepping up to the plate and serving as an interim leader for Tech4o and Silva,” noted Kelly. “We are confident he will continue to made valuable contributions to the business in his new position.”

Eureka!, offering quality tents and sleeping bags for a wide spectrum of campers and environments, is a division of Johnson Outdoors. Johnson Outdoors is a leading global outdoor recreation company that turns ideas into adventure. The company designs, manufactures and markets a portfolio of award-winning, consumer-preferred brands across four categories: Watercraft, Marine Electronics, Diving and Outdoor Equipment.

Johnson Outdoors' familiar brands include: Old Town® canoes and kayaks, Ocean Kayak™, Necky® kayaks, Minn Kota® motors, Humminbird® fishfinders, Scubapro® and UWATEC® dive equipment, Silva compasses, Tech4o® digital instruments, and Eureka!® tents and sleeping bags. For more information, visit www.eurekatents.com and www.tech4o.com.

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