The Ask

Create an ad campaign for Sportsman’s Warehouse that serves an underrepresented target market.

"One of the boys."

From the beginning, women have been categorized and labeled. If your favorite color is pink, you love baking, and you know how to sew, you’re a “girly girl.” If you love sports, rhe great outdoors, and getting your hands dirty, you’re a “tomboy.”

Our team sought to create a campaign that recognized millennial aged women in the hunting space as an underserved market and introduced more feminist themes to Sportsman’s Warehouse while remaining true to the brand’s core identity. This campaign celebrates women for who they are, not who they are in comparison to men.

Popularity of Hunting in the United States as of Jan 2025, by Gender

Via Statista

Popularity of Hunting in the United States as of Jan 2025, by Generation

Via Statista

Reddit Discourse

https://www.reddit.com/r/Hunting/comments/9dwfsx/are_female_hunters_fetishized_by_the_industry/

https://www.reddit.com/r/Hunting/comments/wgkipn/hatred_towards_female_hunters/

“she’s got game!”

A “boy’s club” mentality keeps women separate from male dominated spaces.
It’s not about just slapping pink camo on a jacket—Sportsman’s Warehouse gives women real access, real gear, and a real seat at the campfire.
Get the “Get’er Doners” to see Sportsman’s Warehouse as a brand that truly supports women by challenging the “boy’s club” mentality in outdoor culture.