WHEN SOG CAME TO US THEY WERE INTERESTED IN LEVERAGING THEIR EXISTING RELATIONSHIPS WITH OUTDOOR RETAIL GIANTS CABELLA’S AND BASS PRO AND EXPANDING THEIR BRAND INTO THE LUCRATIVE BUT COMPETITIVE CARRY GEAR CATEGORY.

THEY DID NOT HAVE THE INTERNAL EXPERIENCE OR MANUFACTURING RELATIONSHIPS TO DEVELOP A COMPETITIVE PROGRAM QUICKLY.

WE DEVELOPED A PRODUCT AND MARKETING STRATEGY FOR THEM TO PENETRATE THE SIGNIFICANTLY CROWDED CARRY-GEAR DISTRIBUTION CHANNEL AT BASS PRO AND CABELLA’S that positioned them between tactical and outdoor brands.

WE CREATED A NEW SUSPENSION SYSTEM FOR SOG AND DEVELOPED A 500D NYLON 66 MATERIAL THAT COULD COMPETE WITH THE CORDURA BUT WAS SIGNIFICANTLY LIGHTER WEIGHT.

THROUGH OUR CONSUMER RESEARCH WE IDENTIFIED AND DEFINED 4 CORE END USER PROFILES AND BUILT FEATURE SETS THAT WOULD CARRY THEIR TOOL SETS INTO THE WILDERNESS.

SYREN then CREATED THE BACK STORY AND SALES POSITIONING TOOLS FOR SOG TO PRESENT A COMPLETELY NEW TACTICAL/OUTDOOR HYBRID CATEGORY OF CARRY GEAR THAT ALIGNS WITH THE CORE OUTDOOR CONSUMER.

SOG has doubled their projections on the line and WAS ABLE TO SELL THE COMPLETE COLLECTION INTO CABELLA’S AND BASS PRO DESPITE THIS BEING THEIR FIRST SEASON IN CARRY GEAR.