Full-Stack Engineer

SITKA Launches "for the Obsessed" Platform with an onX Competition and three new products. SITKA Gear is rolling out one of the biggest brand pushes in its history as it heads toward its 20th anniversary, and the framing is worth a look before you scroll into the details. The pitch, "For the Obsessed," leans into the idea that the relentless drive behind hunting and fishing is a feature, not a flaw. Marketing framing aside, the tangible parts are what caught my eye: a nationwide nomination competition with onX, and three new pieces of gear. The competition, run with onX, hands out gear packages, onX memberships (ranging from three months up to lifetime), and a shot at becoming a SITKA product tester for a year. On the product side there are three drops coming this summer: the Ascent Shoe, the Brush Pant, and the Pursuit Pant. Full details, pricing, and availability dates are in the release below. SITKA Gear Launches new "for the Obsessed" Brand platform, celebrating the relentless drive behind the Pursuit. Sweeping Campaign includes National Media Investment, Brand Collaboration, Consumer Competition, and Category-Defining Product Launches Bozeman, MT - July 14, 2026 - SITKA Gear, the premium outdoor apparel brand known for pushing the boundaries of hunting and fishing performance, today announced the launch of "For the Obsessed," a new creative platform built upon a simple reframe: Obsession isn't a flaw. It's the defining trait of the modern sportsman. The campaign represents one of the largest brand investments in SITKA's history as the company approaches its 20th anniversary. "For the Obsessed" reinforces SITKA's connection to its core hunting and fishing audience while expanding the brand's reach through a comprehensive media campaign spanning streaming television, YouTube, social media, print, and out-of-home advertising. The media buy will be concentrated around SITKA's nine retail locations and key outdoor markets nationwide. Watch the spot HERE. "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. It's about the drive they can't turn off. It isn't what they do. It's who they are. This moment is for them, said MIchael Vollkommer, Director of Community and PR at SITKA. "Just like our fans, we've obsessively focused on every detail for the last 20 years to craft the most durable and protective gear in the industry. We exist to serve the most dedicated outdoorsmen on the planet, and we'll continue innovating on their behalf every step of the way." As part of the launch, SITKA is partnering with onX, the leading digital mapping platform for outdoor enthusiasts, to introduce "The Most Obsessed," a nationwide nomination-based competition that rewards the most relentless athletes with a variety of premium gear packages, onX memberships ranging from 3-months to a lifetime, and the chance to become a SITKA product tester for a year - working with the product development team to provide key feedback on prototypes before they are publicly available. Starting July 20th, fans can nominate the most obsessed athletes in their life to win by sharing their authentic stories at sitkagear.com. Additionally, SITKA is dropping three of its most innovative products to date as tangible expressions of that campaign. All will be available to purchase online and at retail this summer: * The Ascent Shoe: An innovative footwear that blurs the line between hiking, running, hunting and everyday wear. As a multitool for your feet, the Ascent Shoe has the lightweight comfort of a trail runner, the stability of a boot, and durability to last season over season in high variable terrain. This product will be available for purchase starting August 4th. * The Brush Pant: SITKA's toughest pant yet for mid-to-late season hunts, built to handle heavy brush, mud, and long miles in hard country. Reinforced, waterproof panels at the seat and knees keep hunters dry during long glassing sessions, while durable double-weave stretch fabric resists snags and abrasion without sacrificing mobility. * The Pursuit Pant: One pant built to adapt across every season and environment, from mountains and woods to open prairie and ag fields. Its lightweight, durable 4-way stretch fabric and zippered hip vents keep hunters cool and moving freely, while reinforced storage and a knife clip panel keep essential gear secure and built to last. 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 life experience of the hunter and for its support of healthy ecosystems and wildlife populations. SITKA products work together in systems, and each piece is designed and tested rigorously in both the lab and the field. SITKA is owned by W.L. Gore & Associates, an advanced materials company well known for GORE-TEX(TM) fabrics and many other industry-leading innovations that provide durable comfort and protection to outdoor enthusiasts. Go to sitkagear.com to learn more about how SITKA enhances the full life experience of the hunter. Andy has been a lifelong Outdoorsman and has hunted and fished all over the world but his home state of Michigan is near and dear to his heart. He grew up fishing the Great Lakes and mostly hunted waterfowl and small game until his teenage years when he quickly became an avid big game hunter. He has hunted North America from the northernmost parts of Alaska to the southernmost parts of Florida and everywhere in between. When he is not hunting or fishing he is coaching travel softball and watching his two daughters play the sports they love.

New map visualizes Roadless Rule Impact on public lands near you. The 2001 Roadless Area Rule is under fire on multiple fronts. As Meateater has reported, Congress is considering a bill that would repeal the rule. At the same time, Mike Lee tacked on an amendment to repeal the rule to legislation pertaining to wildfire prevention. And in 2025, U.S. Secretary of Agriculture Brooke Rollins kicked off a long process for the U.S. Forest Service (USFS) to internally rescind the rule. Conservation groups are fighting the change tooth and nail, citing the ecological and recreational benefits that it provides. A new report and interactive map will provide additional fodder to conservationists battling the rule change. Released by onX earlier this month, the "Roadless Rule: By the Numbers" report highlights key impacts of the rule, which places limits on road development and logging on relatively undeveloped national forest land. To put together the report, the satellite mapping company cross-referenced USFS boundary files with its own outdoor recreation data, U.S. Fish and Wildlife Service habitat data, and 50 years of National Interagency Fire Center records. Some of the key takeaways are eye-opening. For instance, though the roadless rule encompasses just 27.7% of all USFS land, only 3.17% of wildfires start in those areas, while 90% of all fires in the U.S. start within half a mile of a road. This data point provides a compelling counter to the argument that repealing the Roadless Rule will improve wildfire prevention. In terms of wildlife, onX highlighted the fact that those areas provide critical intact habitat and migration corridors for three big game species: black bears, elk, and mule deer. Additionally, the report shows that the Roadless Rule does not prohibit motorized recreation where it was already allowed prior to its implementation - and that includes 7,201 miles of full-size motorized trails and primitive roads, 2,494 miles of ATV and side-by-side trails, 2,167 miles of motorized singletrack trails, and 1,295 miles of snowmobile trails. In addition to the report, onX released a free interactive map that visualizes the areas impacted by the roadless rule, as well as the main recreational opportunities and wildlife habitats within them. "At onX, we turn land and recreation data into something people can actually use," said onX CEO Laura Orvidas in a press release. "This report is an extension of that. These 44.7 million acres have supported hunting, fishing, off-roading, and wildlife habitat for 25 years." The U.S. Department of Agriculture is expected to release a Draft Environmental Impact Statement on rescinding the rule in the near future, which will open a public comment period on the issue. This tool will provide useful facts for public land users to cite when providing their perspective on the subject to the Department of Ag and elected representatives, as well as for understanding the impacts of the Roadless Rule on Forest Service lands near them.

onX, an outdoor navigation platform, has launched onX SOS, an in-app emergency assistance service powered by Overwatch x Rescue. The service costs $49.99 per year and provides 24/7 rescue coordination and evacuation coverage with no monetary caps. onX SOS connects users directly to professional emergency responders who coordinate rescues and cover associated costs without requiring separate hardware or claims processes. The service is available for onX Offroad and onX Hunt users on iOS and Android. According to onX data, more than 646 million acres across the US lack cellular coverage, and 77–91% of onX customers recreate in these areas. The Government Accountability Office reports that average US air ambulance transport costs approximately $36,400, expenses typically not covered by health plans. Overwatch x Rescue has coordinated at least 15,000 rescues across more than 220 countries, saving users over $10 million in rescue and medical costs.