Author: Patrick Durkin
The Archery Trade Association – which works year-round from Capitol Hill to urban parks to retail shops to school gyms on behalf of bowhunting and recreational archery – is rebranding itself in 2019 to ensure continued growth for the industry and its sports.
Matt Kormann, ATA’s CEO/president, said the rebranding includes a new logo, new vision and new mission statement. The initiative resulted from hundreds of hours of work in 2018 by staff and ATA members to set long-term goals for the industry’s sports and businesses.
“It was critical for your ATA to mesh all aspects of our industry into a single logo, and we accomplished that,” Kormann said. “A year from now, everyone in our industry will know the ATA’s mission, and recognize what we’re doing for bowhunting, target archery, and the entire outdoor industry. We’re passionate about this work. Our rebranding represents all those goals at a glance.”
It’s also the ATA’s first such effort since dropping its former name, the Archery Manufacturers and Merchants Organization, in January 2003 to reorganize and focus on growing bowhunting, recreational archery and industry businesses. The organization formed in 1953 to serve manufacturers, retailers, distributors, sales representatives and other industry professionals.
The new logo seeks to be a strong representation of our industry. Photo Credit: ATA
Ben Summers, chairman of the ATA’s Board of Directors, said the ATA’s new brief, powerful mission statement embodies the passion and work ethic of its members. The mission statement reads:
“We exist to inspire growth, increase participation, and preserve the sports of archery and bowhunting.”
Summers, who is also vice president of T.R.U. Ball Archery Releases and AXCEL Archery Sights and Scopes, said the iconic arrowhead in the new ATA logo symbolizes enduring strength.
“The ATA logo is bold and creative,” Summers said. “Its red color represents power, and the external broadhead and internal field point represent bowhunting and tournament archery. Their combined strength will inspire our members and remind them that the ATA is far more than a successful trade show.”
The new mission statement neatly sums up your ATA's desire to increase knowledge and participation in the archery and bowhunting industries.
Kormann and Summers said the ATA’s newly crafted vision defines its long-term goals and achievements. The ATA’s vision statement reads:
“We work to increase the recruitment and retention of new, current and once-active archers and bowhunters. We are the driving force in defending, educating and lobbying for the greater good of the industry and sports. We preserve and promote archery and bowhunting’s rich heritage to ensure active consumer participation, and successful manufacturing and retailing for generations to come.”
Kormann said the statement also challenges ATA members and ATA staff. The ATA’s professional staff run the annual Trade Show, coordinate archery range and retail programs, work with state and national legislators and wildlife agencies, and promote archery and bowhunting through outreach and education programs nationwide.
“If we’re doing everything right, we’ll bring that vision statement to life in the years ahead,” Kormann said. “We’ll shape and define it through legislative initiatives; recruitment, retention and reactivation programs; and innovative consumer-focused marketing campaigns.”
Summers agreed. “The new brand reminds our members that their ATA works tirelessly to boost our sports, and helps ring up sales for retailers who sell quality products made by ATA-member manufacturers,” he said.
The sports of archery and bowhunting are for everyone.
Randy Walk, vice chair of the ATA Board and president of Hoyt Archery, said the new ATA brand showcases passion and excitement for archery, bowhunting and the industry. “It’s a new era for the ATA,” Walk said. “This is a courageous effort to embrace change and collaboration across all segments of our industry. The primary goal for everyone is to grow archery and bowhunting participation.”
Mark Copeland, vice chair of the ATA Board and store director for Jay’s Sporting Goods, thinks the new ATA logo will look great on hats, bow cases and truck windows. “I love the logo and its color,” Copeland said. “The logo speaks to our sports’ long histories. Its outer broadhead embodies bowhunting’s great traditions, and the inner target point reminds us to be disciplined in our day-to-day operations. Our industry must always strive for accuracy and excellence.”
If you have questions or want to learn more about the ATA’s rebranding efforts, contact Allison Jasper, ATA’s senior director of marketing, at firstname.lastname@example.org