Vista Outdoor, Inc., the parent company of 41 sporting and outdoor lifestyle brands, reported the new name and identity of its Outdoor Products segment following a planned separation from its Sporting Products segment.
Outdoor Products will be named Revelyst, Inc., and the company will trade on the New York Stock Exchange under the ticker symbol “GEAR” once the separation is complete.
Vista Outdoor’s Sporting Products segment, comprised of shooting sports and hunting brands, will rebrand as The Kinetic Group, a name “that surfaced among employees during the naming process and represents the energy behind the company and its leading ammunition brands,” Vista said in a statement (read SGB Media‘s coverage on The Kinetic Group, go here).
The Kinetic Group will trade on the New York Stock Exchange under the ticker symbol “HUNT.” The logo features the original artwork of a North American ram.
Sporting Products leaders reported The Kinetic Group’s branding to employees during a town hall meeting on August 10 at the CCI-Speer ammunition factory in Lewiston, ID. The company’s new name merges the words “revel” (to experience with abandon) and “catalyst” (an unwavering source of transformation). Revelyst “captures the company’s ethos of helping consumers become their best while serving as a catalyst for memorable experiences through performance gear and precision technologies.
Revelyst’s logo is a dragonfly,” said the company.
“We are excited and proud to introduce Revelyst to the world,” said Eric Nyman, CEO of Revelyst. “Revelyst is a collective of maker brands united by an obsession with craftsmanship, a consumer-first culture, and helping people achieve their greatest outdoor aspirations. We will leverage operational expertise, shared financial resources and cross-collaboration to deliver products and technologies that support consumers in wide ranges of pursuits. While today we are best known by the innovations that we make, our journey to becoming the greatest house of brands in the outdoor industry is focused on the wildly human experiences that we make possible.”
Revelyst showcased the branding to employees on October 5, (with a video that explained the name), the company’s purpose, vision, and brand pillars. The company said Revelyst’s portfolio of brands, including Fox, Bell, Giro, CamelBak, Camp Chef, Bushnell, Simms Fishing, Foresight Sports, and Bushnell Golf, will be led by a “consumer-first culture, digital excellence, consumer insights and analytics, omnichannel relationships, operational expertise, and shared financial resources.”
In a release, the company said it would “serve consumers in a diverse and fast-growing set of categories, representing an estimated $15 billion domestic market in its core, with an estimated total global addressable market that exceeds $100 billion.”
Nyman will lead Revelyst, who began as CEO of the segment on August 21, and a dedicated management team. Revelyst will employ 2,900 people across multiple locations. Its capital allocation strategy will “prioritize organic growth and internal investment in new product development, marketing and expanded e-commerce and international sales, opportunistic share repurchases and strategic acquisitions of outdoor businesses in existing and adjacent spaces.”
Pilot, Inc., headquartered in Boston, is the agency credited with the design and branding.
Photo and video courtesy Vista Outdoor/Revelyst
