Sitka Gear, a performance hunting gear company based in Bozeman, MT, selected Backbone Media as its communications agency of record. The Colorado-based agency will partner with Sitka for public relations efforts and media planning and buying initiatives.

“Backbone’s comprehensive media experience with top-tier brands in the hunting industry, coupled with its passion for the outdoors, will provide us with a fresh approach to connect with today’s hunters and bolster our outreach to new ones,” said Jason Michelotti, marketing leader at Sitka.

“Backbone worked with Sitka 10 years ago when the brand launched and revolutionized technical hunting apparel,” said Nate Simmons, managing partner at Backbone Media. “It feels great to come full circle. The Sitka brand and our agency have both evolved tremendously over the years and are poised for a strong 2017 and beyond together.”

Sitka Gear is owned by W. L. Gore & Associates, a materials company known for Gore-Tex fabrics.