Making an age-old sport more relevant, exciting and inclusive for new generations of fishers and boaters everywhere.

Find Your Best Self on The Water

Research shows that women who fish have greater grit, perseverance and confidence than women who don’t. This anthem inspired more women to catch these unexpected, life-changing benefits.

136M+

Impressions Among Women 18–49

68M+

Impressions Among Kids 11–16

91%

Video Completion Rate

  • RBFF Womens Boat
  • RBFF Womens Dock
  • RBFF Womens Fly Fishing
1 2 3
/ 3

“Well, this ad in the latest issue of Vanity Fair certainly stopped me in my tracks...”

— Cindy Gallop

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384%

Increase in Total Female-Specific Social Conversations in a Year

109%+

Increase in General Audience Impressions

Fearless Fishing Line

We created 1,000 spools of signature fishing line and gave them away in a sweepstakes, all to help women find their best selves on the water.

  • Content Creation
  • Earned Media
  • Packaging
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18,616

Sweepstakes Submissions

123M+

Earned Media Impressions

54%+

Increase in Year-Over-Year Conversions, June 5–18

Powerful Media Partnerships

We collaborated with celebrities, cultural artists and business leaders to show how fishing has made a difference in their lives.

Vanity Fair

Ellie Kemper, comedian from The Office and Unbreakable Kimmy Schmidt, learned how to fish for the first time and gained a new-found appreciation for the sport. Watch the full video here.

Forbes

Entrepreneur Ty Haney shared how fishing gave her the courage to start her own company at the 2023 Forbes Power Women’s Summit in New York City.

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Hypebae

Cultural artists Kenzy McGruer and Olivia Cheng shared how their work was inspired by fishing.

24M

Impressions

11K

Engagements

Off The Hook

A pop-up bait shop by the water brought America’s oldest pastime to life in a new, inviting way.

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25K+

In-Person Visits

233M+

Impressions

Experiential Trip

We hosted seven female reporters for a fishing and boating trip in Bozeman, Montana, where we shared research and created opportunities for attendees to experience the benefits of fishing and boating for themselves.

230719 RBFF 9565 LR

“A genuine feeling of camaraderie and lightheartedness set in quickly with this group. I was reminded of how good it is to get to know other women in this type of setting. We laughed, learned how to cast and applauded every person every chance we got.”

— Katherine Englishman, Freelance Writer

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2M+

Impressions

40+

Added-Value Social Posts

Get on Board

Fishing can feel exclusive and intimidating to starters. This campaign set out to make fishing feel accessible, proving that the water is open to everyone.

  • Social Media
  • Film

575.4M+

Impressions

holey moley

An RBFF-branded miniature golf hole on the ABC game show Holey Moley put fishing in the spotlight.

5.1M+

Impressions

Complex clothing

An exclusive line of fresh fishing ’fits was created in partnership with actor King Keraun and Complex magazine to help anglers look fly on the water.

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82%

Video Completion Rate

29M+

Impressions

Buzzfeed

A BuzzFeed partnership led to a content series that took water-weary influencers fishing for the first time.

10M+

Impressions

0.32%

CTR (4.2x higher than BuzzFeed’s benchmark)