DELAFIELD, Wis. (July 22, 2025) – Gunpowder, Inc., a leading enthusiast lifestyle agency, will partner with ZEISS, an international leader in sport optics. Gunpowder will focus its efforts on the iconic brand’s products made for hunting, shooting and other outdoor pursuits, including riflescopes, binoculars, spotting scopes, tripod kits and more.
For the last 10 years, Gunpowder has solidified its position as a leading PR and marketing agency for top outdoor and enthusiast brands, including SITKA Gear, Pure Fishing, Academy Sports + Outdoors, Ravin Crossbows, Johnson Outdoors, THOR Industries, Montana Knife Company and others.
“As an avid hunter and outdoorsman, it’s thrilling to support the growth of brands I’ve grown up using,” said Ryan Chuckel, Founder and CEO of Gunpowder. “ZEISS makes quality gear that can withstand the toughest conditions in the wild. Through our partnership with ZEISS, we will reacquaint North American hunters and precision shooters with a brand whose legacy is built on quality, durability, innovation and performance. We’ve got a lot to talk about.”
ZEISS has more than 175 years of optical expertise and is trusted by hunters worldwide who rely on absolute precision in challenging environments. Delivering unsurpassed clarity and light transmission capability, ZEISS continues to combine precision craftsmanship, premium components and a deep understanding of hunters’ and shooters’ needs to continually refine and innovate solutions to enhance outdoor experiences. From the accessibility and performance of the Conquest V4 line of riflescopes to the groundbreaking design of the all-new SFL50 binoculars, ZEISS continues to provide best-in-class optics solutions for everything from plinking, to precision rimfire and centerfire competition shooting, to those once-in-a-lifetime hunts.
“ZEISS has always produced optics for hunters and shooters who demand the best, but being the best isn’t a one-size-fits-all proposition,” said Kyle Brown, Director of Marketing and Product at ZEISS. “Together, with Gunpowder, we will show hunters and shooters—regardless of where and what they hunt and shoot—how the world looks that much better through ZEISS optics.”
Gunpowder will support ZEISS with a strategic public relations program to gain earned-media coverage, as well as increase overall brand awareness.
About ZEISS
ZEISS is an internationally leading technology enterprise operating in the fields of optics and optoelectronics. In the previous fiscal year, the ZEISS Group generated annual revenue totaling 10 billion euros in its four segments Semiconductor Manufacturing Technology, Industrial Quality & Research, Medical Technology and Consumer Markets (status: 30 September 2023).
With over 43,000 employees, ZEISS is active globally in almost 50 countries with around 30 production sites, 60 sales and service companies and 27 research and development facilities (status: 30 September 2023). Founded in 1846 in Jena, the company is headquartered in Oberkochen, Germany. The Carl Zeiss Foundation, one of the largest foundations in Germany committed to the promotion of science, is the sole owner of the holding company, Carl Zeiss AG.
Further information about ZEISS at About us – Pioneer of science in optics | ZEISS Group
About Gunpowder, Inc.
Since 2015, Gunpowder has been driving dynamic communications programs for some of the world’s most influential enthusiast brands, including SITKA Gear, Pure Fishing, Academy Sports + Outdoors, Montana Knife Company, Johnson Outdoors and THOR Industries. Gunpowder drives measurable earned media coverage and social engagement with brand communities through a nimble, creative and data-driven approach to create meaningful movement within its clients’ core consumer markets. With strong strategies, blue-collar work ethic and a passion for the outdoors, the team at Gunpowder lives and breathes the brands they represent. More information is available at gunpowderinc.com.
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