The Story

In 2012, GoPro hired Gunpowder Founder Ryan Chuckel at his former agency to manage the global launch of the HERO3 camera. We blew away coverage expectations, stymied the competition and laid the groundwork for a long-lasting relationship. 

As our role evolved, we began to take GoPro into new verticals, including motorsports, team sports and hunting & fishing.

As GoPro cautiously entered the hunting and shooting space, Ryan crafted the brand’s strategy and voice around the sport and set a solid foundation for upcoming product launches aimed at hunters and shooters.

Fast forward to April, 2015. Gunpowder is formed and GoPro is the agency’s first client. Today, Gunpowder continues to drive media relations, content development and distribution and social activation for GoPro in the hunt/fish vertical. We have launched the Sportsman Mount, the HERO4 Session and the Realtree Camo Housing, along with other mounts, accessories and software. 

Outside of introducing new products, we drive coverage of GoPro and user-generated content and work with media
to tell deeper stories about product usage in the field and
on the range. 

We have continued to drive consecutive quarters of significant growth across key outdoor retailers including key accounts Cabela’s and Bass Pro Shops. 


FP3A4781 (2).jpg

The Story

As the leading manufacturer of the world's clearest polarized performance sunglasses, Costa not only invests in product development, but also in conservation initiatives. Born on the water, Costa works hard to protect the waters it calls home. Through programs like its Kick Plastic campaign, the brand seeks to raise awareness about the growing plastic pollution problem threatening oceans and waterways worldwide.

 As an extension of the Kick Plastic campaign, Costa partnered with Bureo, product developers and experts in ocean plastic pollution, to create the Untangled Collection. The Untangled Collection is a line of sunglass frames made entirely from recycled fishing nets -- the most dangerous form of ocean plastic that makes up 10 percent of ocean plastic pollution.

Gunpowder was tasked with developing a product launch strategy and plan for the Untangled Collection to generate earned media coverage in both endemic and non-endemic outlets. We dug into research around other sustainable products and coverage, as well as diving deeper into the story behind Costa’s desire to create a line of sunglass frames made from recycled plastic.

This research and the target audience goals led us to planning and executing a launch event in California in conjunction with the Bureo team, as well as a social influencer campaign with six key influencers in the surf category. The launch week events included a media trip for key outlets and influencers in Ventura, Calif. (group dinner and boat trip to the Channel Islands) and a launch part in Venice Beach, Calif.

The Untangled Collection is a natural extension of Costa’s commitment to protect our oceans and waterways and as such, has been a focal point for industry events since the launch. The product and the problem it brings to light are not things that will fade quickly – a truly evergreen tale, through public relations efforts, the Untangled Collection has continued to receive accolades from media and the industry since its launch in May 2018.

In the less than seven months since the collection’s launch, Gunpowder has helped generate 190 earned media mentions with more the 390 million impressions. In addition, we have helped craft seven award entries for the collection, of which Costa has won all.

OPTIMA Batteries

The Story

The Gunpowder founders have been deeply involved with the OPTIMA brand since it was acquired by Johnson Controls in 2000. Today, Gunpowder drives OPTIMA’s charge to become the premier content brand in the automotive performance space.

With decreasing fitment across the fleet of vehicles in the US and technological solutions to that business issue still a couple years off, OPTIMA needed a partner to help them keep their vibrant consumer community engaged while giving auto performance media a reason to keep the brand relevant.

Gunpowder developed a content strategy platform that motivated the best content creators in the biz to give the OPTIMA brand some of their best work. It led to the creation of epic short films, curated by Gunpowder through multiple channels.

Gunpowder created the OPTIMA Ultimate Film Festival, an event held at SEMA in 2015 and designed as a series of events at enthusiast gatherings throughout 2016. This strategy has driven renewed interest in the brand among many enthusiast segments. It generated more than 20 million media impressions in targeted outlets and drew 800 of the most influential people in the automotive aftermarket to the SEMA event.

Gunpowder also created and planned an entire charitable program tied to OPTIMA’s premier partner in the marine business: Bassmaster Elite Series angler Edwin Evers. The program had Edwin fishing with six combat-wounded veterans and generated more than $20,000 of Wounded Warriors in Action donations, 10 million+ media impressions and two unpaid live streams of his fishing trips on (a $20,000 value).

ravin crossbows

The Story

When a group of seasoned archery product manufacturing guys got together to reinvent the crossbow, they hired the best: Top engineers, fabrication vendors, you name it. Savvy as the leadership team is, they also recognized the need for a powerful marketing department.

Rather than staffing one internally, they chose the value of bringing Gunpowder in to handle every detail required for a successful new brand and product launch. We hit the ground running, developing every arrow in the marketing quiver from scratch - and at break-neck speed.

  • Ravin “teaser” print and television advertising

  • Ravin product-focused print and television advertising

  • Complete website design and development

  • Technical feature-benefit video production

  • Comprehensive media planning & buying

  • Aggressive, multi-media PR blitz with full reporting

  • Tradeshow and event concept development and execution

  • Social media content creation and curation

  • Full industry outreach, from key journalists to outfitters

Gunpowder fulfilled every deliverable on time and within budget despite looming tradeshow deadlines that were critical to a successful Ravin unveiling. The result? The most successful 2016/17 product launch in the shooting sports industry. In fact, at the 2017 SHOT Show, Ravin stole the show with the longest lines at Range Day - where buyers and media moguls are able to fire top manufacturers’ weapons.

Media coverage across all channels has been intense, and Ravin sales right out of the gate far exceeded the brand’s expectations. Manufacturing quantities were immediately ramped up to meet the insane consumer demand.


Johnson Outdoors


The Story

Johnson Outdoors owns two iconic fishing brands - Humminbird and Minn Kota. As their marine electronics and trolling motor technologies were integrating, they turned to Gunpowder in 2016 to determine the most effective way for the brands to collaborate. 

We began by building a true understanding of how anglers use Humminbird and Minn Kota products, learning that anglers want technology that lets them spend time on the water more productively. We discovered that while the relationships between anglers and both brands were similar, there were key differences – including a healthy appetite for technical information on the increasingly powerful and complex Humminbird electronics. 

Armed with these insights, we set out to build a more powerful and engaged community across both brands. We identified gaps in video and photo content that educates and inspires users and potential customers. We then built a nimble plan to create the content needed to backfill existing assets, and put that plan into place on several location shoots – each with defined outputs and distribution strategies. Simultaneously, we combined the brands’ media relations for the first time to tell a more seamless technology story across all mediums. We also created consistency across product launches for stronger, more concise messaging. 

Finally, we developed a plan to better use Johnson Outdoors’ under-utilized pro staff. We integrated pro fishermen into our content to leverage their expertise and credibility among anglers. From tech tips to inspirational lifestyle videos, they became a dynamic voice in our communications. Now, win or lose, the pros are driving conversations about how technology improves fishing. 

In less than a year, Gunpowder has ignited 25+% growth in their social communities and dramatically increased engagement with content on the client’s social channels and through earned distribution. Most importantly, as these two brands continue to work in concert with one another, we have created an agile, focused approach to make Humminbird and Minn Kota stronger together. 



The Story

FunkAway is a new, odor eliminating spray developed to remove sweat-related funk on clothes and gear created by active people. by utilizing a patented compound called OM Complex™.

FunkAway selected Gunpowder as the team to launch their product line. Gunpowder worked closely with the entire executive committee to define FunkAway’s target consumers, positioning, brand identity and strategic marketing plan to launch the brand to the North American market. Once the strategic cornerstones of FunkAway’s brand where set, Gunpowder was engaged to execute the tactical plans needed to ensure a successful launch.

Gunpowder developed a grassroots-focused marketing communication strategy to reach out to Moms with active families. The Gunpowder solution was to use tasteful odor humor to drive awareness, interest, engagement, and purchase intent. Understanding the value of engaging these consumers in the athletic and hard-working lifestyles, Gunpowder developed a program to exist in their world.

Brand partnerships were established to engage consumers during their initial use with their new equipment. A “National Road Show” was developed to get samples into consumers’ hands at sporting events, gyms, construction sites and anywher sweat would occur. Sponsorships focused on youth and adult sporting events to drive home the point of Funk and how to eliminate it. Public Relations, social media, promotions, digital components and advertising all surrounded and focused on helping consumers defunkify their lives.

Utilizing this positioning and marketing program, FunkAway became positioned to create shelf space for a new, appealing and profitable product. Gunpowder delivered the core elements necessary to achieving the brand’s launch and our client’s businesses goals.