Our Company is built on the belief that sports make people better and that giving back and doing what's right is ultimately what makes us successful. This has been engrained in our business since we sold our first fishing lure in 1948, and it will continue to be central to our business strategy going forward.

The values we apply to operating our business—commitment, drive, skill and passion—extend to our corporate social responsibility strategy, which we've named our Purpose Playbook. Through the Purpose Playbook, we work hard to empower our teammates, equip our athletes, champion our communities, and respect our playing field. We are committed to supporting our teammates professionally and personally, readying our athletes to achieve their personal bests, saving and rebuilding youth sports in local communities, and minimizing the environmental impacts of our operations.

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Our world has changed immensely since the publication of our 2018 Purpose Playbook. We are living through a global pandemic and confronting the harsh realities of racial injustice. Now, more than ever, it’s important to take care of our teammates, our customers and the communities we serve. We are committed to managing our business in a way that reflects our values.

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