Revelyst, Inc. announced a multiyear partnership with Evolution USA, LLC, a U.S.-based licensing agency, to secure licensing deals for six of Revelyst’s outdoor brands: Fox Racing, Simms Fishing Products, Camp Chef, Primos, Hoppes, and Blackburn.
“This partnership with Evolution represents an exciting step forward in our mission to create deeper, more meaningful connections between our brands and consumers,” said Simon Waters, president of Licensing, Entertainment and Communications for Revelyst. “By expanding into new licensed product categories beyond the core existing assortments, we’re opening doors to innovative collaborations that stay true to our brand DNA while making our products more accessible and relevant to a wider audience. We are excited to see how Evolution will help expand our reach into these new categories.”
Evolution is said to “monetize and enhance brand value via licensing, direct-to-retail partnerships, collaborations, experiential retail, DTC sales, and location-based entertainment.” The agency lists Gaumont Television, Stampede Ventures, Black Angus Steakhouse, Senna Brands, The Revelyst Group, Pressman Films, Morgan Creek Entertainment, Revolution Studios, Smoko Studio, OLO Industries, World of Neopets and The Ella Fitzgerald Charitable Foundation, among others, as clients.
“We’re thrilled to partner with the Revelyst teams and help bring their iconic brands into new arenas,” said Travis J. Rutherford, co-founder, chief revenue officer and head of business affairs at Evolution USA. “The depth and passion behind Revelyst’s brand portfolio align perfectly with our approach to brand building. Together, we’re poised to deliver meaningful, high-quality products that outdoor consumers will love.”
The partnership is effective immediately, with licensed product expansions expected to roll out in 2025 and beyond.
Revelyst, the former outdoor products segment of the now-defunct Vista Outdoor business, was acquired in January 2025 by Strategic Value Partners, LLC (SVP).
Other Revelyst brands include Bell, Giro, CamelBak, Bushnell, Foresight Sports, Bushnell Golf, Blackhawk, Stone Glacier, and QuietKat.
Image courtesy Simms Fishing
