Walls Brands, a leading provider of workwear and hunting apparel under the Walls Outdoor Goods, Big Smith, 10X, Liberty and Duxbak brands, has hired active lifestyle agency Backbone Media to manage its communications strategy and public relations outreach.

“Walls has a rich heritage that dates back over 70 years, and now as part of Williamson-Dickie Mfg Co., we’re breathing new life into the brands,” says Alan Burks, director of marketing for Walls. “Backbone will help us to target and engage new consumers as we introduce innovative, best-in-class workwear and hunting apparel.”

Founded in the 1930’s in Dallas, Walls started as a coveralls business offering durable and comfortable garments for farmers, ranchers and oilfield workers. The company soon added flame resistant clothing and hunting apparel with the same focus on quality and performance. In 1977, Walls purchased 10X and also became the original, exclusive apparel licensee of both Realtree® and Mossy Oak® camouflage patterns in the 1980’s.

Williamson-Dickie acquired Walls in 2013 and has repositioned the brands as leaders in innovation, functionality and performance in the hunting and workwear markets.

“Walls Brands are poised for significant growth,” says Backbone Media partner, Nate Simmons. “The company has an authentic heritage and the new product looks and feels great.”

The partnership with Walls Brands represents Backbone Media’s growing business with premium brands in the hunting and fishing markets such as YETI Coolers, Eddie Bauer, Maven Optics, Gerber, Thermacell, Sage, Redington and Revo optics.

Walls will debut new 10X and Walls Outdoor Goods apparel collections in January at the Archery Trade Association (ATA) Show in Indianapolis, the SHOT Show in Las Vegas and Outdoor Retailer in Salt Lake City.
Williamson-Dickie Mfg. Co. offers products across a vast assortment of apparel, footwear, and licensed goods in more than 100 countries. Williamson-Dickie operates through wholly-owned affiliates in the United States, Canada, Mexico, Europe, China, Japan and the Middle East; exclusive licensees and distributors in Africa and the Asia Pacific region.