The Realtree Lifestyle Comes to a Larger Audience
July 06, 2015
Don't miss a second of the adrenaline-pumping action during the Realtree Hunting Camp, a three hour block of non-stop hunting programming featuring Realtree's Monster Bucks, Tuesday nights from 8-11 p.m. ET/PT on Sportsman Channel.
Mention the word "Realtree" and outdoors people the world over will instantly think of camouflage clothing used by hunters for hunting. No big surprise there, given that Realtree has been the leader in hunting apparel for three decades now, outfitting millions of hunters in search of game large and small.
Yet, almost from its inception, Realtree has appealed to non-hunters, too, as reflected by the variety of products Realtree camo patterns have adorned over the years, everything from phones to vehicles to women's swimsuits.
So it should not be any big shock — though it is certainly newsworthy — that Realtree is expanding big into the outdoor "lifestyle" market, bringing the Realtree signature camo patterns to a wider variety of products than ever before.
"Really, we've been in the life-style business for many, many years," says Andrew Murray, creative director for Realtree Outdoors. "Over the years, we've had Realtree camo patterns on a wide variety of licensed products, everything from diaper covers to travel mugs--and even on caskets. From cradle to grave, literally!"
However, Murray notes, Realtree is definitely making more of a concerted effort now to bring more people into the Realtree lifestyle. Just look, for example, at 2015 Realtree Summer Look Book, 96 pages of clothing, footwear, bags, purses, and accessories, all sporting Realtree camo and/or logos.
As up-and-coming country singer Nate Hosie sings in his new song, "Here's to You," the Realtree life centers on small-town-and-country values, enjoying campfires and cook-outs with friends, a laid back lifestyle where a touch of camo complements the outdoor focus. Realtree hopes that the talented Hosie and his music will be yet another way to let people know about the all the great things the outdoors has to offer — all of us.
"We see Realtree lifestyle as a natural progression," says Dodd Clifton, marketing manager for Realtree Outdoors. "Obviously, the core market for Realtree clothing and camo has been the hunter, and for good reason. We've worked to develop patterns for nearly every type of hunting and for every game species possible, and we're always working on more versions and improvements to our camo patterns."
He adds, "At the same time, hunters have always wanted to bring their hunting and outdoors lifestyle and products into their non-hunting lives. Think of the hunter who wears his camo jacket to the gas station or grocery store. Myself, I have a Realtree camo wallet that I've used for years. People see the camo pattern and ask me if I hunt. That wallet's started a whole lot of conversations over the years!"
About five years ago, Murray notes, Realtree noticed that women's swimwear done in Realtree camo patterns was making a big, big splash on the Internet. In Web jargon, Google analytics went crazy. That got people's attention, in and out of the company, as it seemed to signal an interest in and acceptance of Realtree camo among the larger, non-hunting population.
At the same time, and right up to now, television shows like Duck Dynasty were introducing huge audiences to an outdoor-based life style. More than just introducing the lifestyle, Duck Dynasty and other television shows highlight the family connections found in outdoor activities, and how the outdoors can and does bring people together.
Many viewers of Duck Dynasty and similar productions likely have never hunted; it's likely that many never will hunt. Yet through this wider exposure, viewers are becoming more and more interested in an outdoors, Realtree kind of lifestyle. For them, camo is cool, just the thing for wearing for a relaxing day at poolside, by the barbeque grill or at the Little League field cheering on the youngsters.
In other words, as Realtree founder, CEO, and host of Realtree's NASCAR Outdoors on Outdoor Channel, Bill Jordan always likes to say, "Friends, Family and the Outdoors." It's a winning combination and one that Realtree and Realtree licensed products helps make even better.