The Archery Trade Association (ATA), which works on behalf of bowhunting and recreational archery, recently announced that it is rebranding itself in 2019 to ensure continued growth for the industry and its sports.
ATA CEO/President Matt Kormann said the rebranding includes a new logo, as well as new vision and mission statements. 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.”
A bit of background: Known formerly as the Archery Manufacturers and Merchants Organization, the organization was formed in 1953 to serve retailers, distributors, manufacturers, sales representatives and other industry professionals. The name change to Archery Trade Association happened in January 2003.
Ben Summers, the ATA’s Board of Directors’ chairman, 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 (below) symbolizes perseverance.
“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.”
According to Kormann and Summers, 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.”
“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.”
In addition to running the annual ATA Show, the ATA’s professional staff coordinates archery range and retail programs, works with state and national legislators and wildlife agencies, and promotes archery and bowhunting through outreach and education programs nationwide. It’s no exaggeration to say that the ATA staff works year-round from Capitol Hill to urban parks, retail shops and school gyms.
Randy Walk, the ATA Board vice chair and Hoyt Archery president, said: “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.”
Finally, Mark Copeland, the ATA Board vice chair 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.”
To learn more about the ATA’s rebranding efforts, contact Allison Jasper, ATA’s senior director of marketing, at (866) 266-2776, ext. 118; or email@example.com. Click here for more on the Archery Trade Association.