Sitka Gear Selects Backbone Media as Marketing Communications Agency


BOZEMAN, Mont. (Dec. 7, 2016) – Sitka Gear, the leader in performance hunting gear, today announced Backbone Media as its communications agency of record. The Colorado-based agency will partner with Sitka for public relations efforts and media planning and buying initiatives.

“Backbone’s comprehensive media experience with top-tier brands in the hunting industry, coupled with its passion for the outdoors, will provide us with a fresh approach to connect with today’s hunters and bolster our outreach to new ones,” said Jason Michelotti, Marketing Leader at Sitka.

Founded in 2005, Sitka Gear was an idea spawned from necessity by a group of hunters who realized the quality of their clothing was not suited for the demands of their environments. More than a decade later, Sitka’s mission remains the same: to elevate the standard against which all other hunting brands are measured – in product design, content authenticity, customer service and environmental stewardship. 

“Backbone worked with Sitka 10 years ago when the brand launched and revolutionized technical hunting apparel,” said Nate Simmons, managing partner at Backbone Media. “It feels great to come full circle. The Sitka brand and our agency have both evolved tremendously over the years and are poised for a strong 2017 and beyond together.”

About Sitka Gear

Sitka Gear, based in Bozeman, Montana, created and leads the technical hunting apparel category. The company is recognized for its commitment to continually improving the hunting experience and supporting wildlife conservation. Sitka Gear products work together in systems, and each piece is designed and tested by the company’s core hunters, athletes, and ambassadors. Sitka Gear is owned by W. L. Gore & Associates, an advanced materials company well known for GORE-TEX® fabrics and many other industry-leading innovations that provide durable comfort and protection to outdoor enthusiasts. Go to to learn more about how Sitka Gear helps the driven focus on their pursuits.

About Backbone Media Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 19 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado.

PR Contacts
Tyler Pearce, Backbone Media
(970) 963-4873 ext. 120

Sloane Brown, Backbone Media

(970) 963-4873 ext. 161

Media Buying/Planning Contacts

Connor Jackson, Backbone Media

(970) 963-4873 ext. 125

Charlie Lozner, Backbone Media

(970) 963-4873


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