Painting The Target

Painting The Target

Whitewater Fishing joins forces with the premier media outlet for everything walleyes – Target Walleye

MUSKEGON, Mich. (December 30, 2024) – Fishing has its visionaries. Consider the mega-dealer Bass Pro Shops that was founded by a young Johnny Morris back in 1972. Or Ray Scott, who started back in 1968 what is now the multimedia monster B.A.S.S. And there’s multispecies troubadours Al and Ron Lindner who pioneered the first brand to use a multimedia strategy, which included television, print, and digital – In-Fisherman.

And that very Ron Lindner is one of few who could get out over his skis and still deftly navigate an uncharted trail. And he, along with digital forerunner Jay Kumar and industry veteran Jim Kalkofen, launched Target Walleye in 2014, well ahead of the online fishing curve. Lindner said walleye fishing was dying as it related editorial coverage, and the burgeoning digital space was where to bring the sport back to life. (The fishing industry lost Ron Lindner in 2020 at the age of 86.)

Today, the Target Walleye ship is piloted by a younger but equally as passionate team. Kumar, who also publishes BassBlaster, remains the man behind the curtain, while Brett McComas fills the editor and on-screen personality roles and Chris Philen manages advertising, industry relationships, and is pretty handy on the backside of the camera.

“Target Walleye is the #1 source for everything walleyes,” said Philen, who promotes the outlet’s contemporary, timely, and easy to read content. “We’re also soft-sell when it comes to brands and products, letting our audience decide what to buy.” At last count, Target Walleye had 244,000-some subscribers to their biweekly eNewsletter.

He also said Target Walleye only partners with blue-chip brands run by blue-chip people. And that’s where their alliance with Whitewater Fishing began. Philen was milling about ICAST’s 2024 New Product Showcase and saw the Whitewater Great Lakes Pro Insulated Jacket and Bibs on display. He immediately fell in love with the suit, appreciating its exceptional feel and intelligent design. So, he simply had to visit Whitewater’s booth to learn more. There, he connected with Whitewater President, Aaron Ambur, who broke down the suit inch by inch. And it was there that the relationship started.

Target Walleye’s lovefest for Whitewater continued when the first samples arrived. “I immediately ran them over to Brett who was over at Lindner Media,” said Philen. “Brett put on the Great Lakes Pro Insulated Jacket and didn’t want to take it off…”

In addition to the Great Lakes Pro Insulated Jacket and Bibs, you’ll see McComas and his team wearing the non-insulated Great Lakes Pro Jacket and Bibs, which were developed for open water fishing, but serve as an excellent shell for layering in the winter. Accessories they’ll be donning include the popular Whitewater Torque Heated Fishing Vest, Wool Fingerless Gloves, and Knit Logo Beanies.

The Target Walleye team is already on the ice drumming up stories, so you can expect to get a healthy dose of Whitewater in the coming weeks.

Great Lakes Pro Insulated Jacket FEATURES:

• 100% Waterproof (30,000 mm rated)
• 100% Windproof
• Exclusive 3-layer waterproof/breathable material
• 4-way stretch nylon-based shell with smooth polyester lining
• Thermal Mapped Primaloft^® Silver insulation (133 grams front, 170 grams back, 100 below the waist)
• Articulated shoulders and elbows
• Skillfully taped seams
• High insulated collar
• 3-panel, adjustable, and insulated hood
• Adjustable waist
• 2 sewn-in D-rings (lower ring for safety cord, upper ring for trolling motor fobs)
• 5 pockets for storage and warmth: 2 AquaGuard^® water-resistant zip chest, 2 AquaGuard^® water-resistant zip waist, 1 interior zip chest for smartphone
• Reflective material

MSRP $499.99

Great Lakes Pro Insulated Bib FEATURES:

• 100% Waterproof (30,000 mm rated)
• 100% Windproof
• Exclusive 3-layer waterproof/breathable material
• 4-way stretch nylon-based shell with smooth polyester lining
• Thermal Mapped Primaloft® Silver insulation (60 grams front, 80 grams back, 100 grams sleeves, and 80 grams hooda/collar)
• Gusseted crotch for added mobility
• Articulated knees for added mobility
• Skillfully taped seams
• Waist tighteners to lessen pull on shoulders
• BEMIS PVC on knees for added durability and waterproofness
• Waist high side zippers for easy in and out
• Adjustable suspenders with silicone grip to stay in place
• Adjustable wrist closures
• 6 pockets with highly water-resistant AquaGuard® zippers (2 chest, 2 waist, and 2 cargo)
• 2 sewn-in D-rings (lower ring for safety cord, upper ring for trolling motor fobs)
• Reflective material

MSRP $499.99

Wool Fingerless Glove FEATURES:

• Performance fit
• Durable
• Naturally antimicrobial for odor prevention
• Naturally regulates body temperature
• Silicone print on palm for grip
• Hand: 50% Lambswool/49% Nylon/1% Spandex
• Cuff: 49% Lambswool/48% Nylon/3% Rubber

MSRP $29.99

ABOUT WHITEWATER

Whitewater performance fishing apparel gives anglers distinct advantages whenever Mother Nature’s unpredictability conspires to ruin angling adventures. Whether faced with wind, rain, snow, sun, or extreme temperatures, Whitewater apparel equips anglers with the ability and confidence to overcome the elements, so they apply their focus and energies on fighting fish, not the conditions. Whitewater is a brand by Nexus Outdoors, headquartered in Muskegon, Michigan, USA. Learn more and order at whitewaterfish.com.