Patagonia moves into fishing as former CEO takes PR role
Outdoor brand Patagonia has moved into fly fishing with the launch of apparel, gear and a marketing campaign to promote the sport.
Patagonia founder and keen fisherman Yvon Chouinard has co-authored a book, Simple Fly Fishing: Techniques for Tenkara and Rod & Reel, that makes up part of the Simple Fly Fishing kit, which also contains a tenkara-style fly fishing rod, box of flies, line and leader and quick set-up guide.
"This is for the young person who has wanted to learn, but is intimidated by the complexity, elitism and expense of fly fishing," said Mr Chouinard.
Anyone visiting Patagonia stores can also get advice about the best places to go fishing in their local areas, as well as information about tenkara fly fishing in select retail locations.
One percent of the sales from the book will go to the preservation of the natural environment. The authors are donating the proceeds from the sales of the first edition to the Native Fish Society, the Atlantic Salmon Federation and 1% for The Planet. In addition, Temple Fork Outfitters, which produces the fly fishing rods for Patagonia, is donating $10 for each rod sold to organisations dedicated to river and creek restoration.
Separately, the US company’s former, CEO Casey Sheahan, who left the company in January, has been appointed as an adviser at Backbone Media, an outdoor-focused PR agency.
