Johnson Outdoors Partners with Traditions Media

OLD TOWN, ME Nothing beats a day on the water, paddle in one hand and a fishing rod in the other, the electronic leash set to vibrate, it’s sole purpose to document a memorable sunset or big fish.

Almost poetically, kayaks and canoes keep life in the present moment, outdoors and off-the-couch.

This is the business of Old Town®, Ocean Kayak®, Necky®, Carlisle® and Extrasport®, the iconic brands that make up Johnson Outdoors Watercraft Recreation, a company committed to designing and manufacturing the best watercraft and watercraft accessories on the planet … while getting men, women and kids outside.

“Our goal has always been to promote an outdoors lifestyle and get folks off-the-couch,” says Luke LaBree, marketing communications manager, Johnson Outdoors Watercraft. “And the best way to do this is to make the industry and end user aware of our products and adventures they encourage. So, we brought in a company that has a solid track record of doing just that, Traditions Media.”

LaBree says his first introduction to Traditions Media was through the award-winning PR firm’s work with fellow Johnson Outdoors brand Humminbird®.


“We’ve seen how Traditions has worked with Humminbird and other industry partners we’re engaged with. They not only trumpet brands’ products, also but the fishing and outdoors lifestyle in a fun and engaging way. We can relate to that passion,” said LaBree.

Speaking of passion, Traditions Media president Noel Vick practices what he preaches, whether hunting snakes, flushing grouse, or slipping his Old Town Predator XL Minn Kota into fish-filled waters from northern Minnesota to the Gulf of Mexico. Vick has trailered his Predator literally thousands of miles across the country over the past year.


“Old Town is the first family of canoeing and kayaking. It’s the boat brand on long portages and small ponds; rigged high-tech for fishing far and deep; and slipping through the eelgrass for twilight redfish. Transition to blue water or beach, and Ocean Kayak is the first and best ship. And Necky is tops for touring, recreation, and beyond. And you’re talking soup to nuts with Carlisle paddles and Extrasport PFDs. We are honored to be working with these fine brands and look forward to helping them tell their stories.”

Vick continues: “Given Traditions Media’s longstanding relationship with fellow Johnson Outdoors brand, Humminbird, and the continuing, progressive integration of marine electronics and kayak fishing, partnering with Johnson Outdoors Watercraft is a perfect fit.”

LaBree sees working with Traditions Media as an extension of what the company is already doing to build awareness in the industry and engage and educated end users. “With Traditions Media we’re able to shout from a taller mountain and let our peers and consumers know how passionate our brands are about the outdoors, especially fishing.”