Press Releases

Johnson Outdoors Gear Welcomes Outdoor Product Marketing Veteran Christopher Martens As Business Director For Camping Division

Johnson Outdoors Gear, Inc., a leading camping equipment company, recently appointed Christopher Martens as Business Director – Camping. In this new role, Martens will be responsible for brand management, product management, marketing, R&D, quality control and customer service for the Eureka!, Silva, and Jetboil brands.

Martens’ primary responsibility will be to drive continued growth and profits of the Johnson Outdoors Camping business through new product innovation and introductions, supported by strategic marketing programs. Drawing on his vast experience with large, global brands and smaller, entrepreneurial organizations, Martens will be focused on enhancing the consumer’s connection with the Johnson Outdoors Gear camping brands while maintaining the integrity of each individual brand message. Martens’ experience includes serving as CEO of Respect Your Universe, business director and merchandise director at Nike, Inc., global business director of apparel for the 2008 Beijing Olympics and divisional merchandise manager for Global Nike ACG and Global Nike Outerwear. Prior to working with Nike, Martens spent 11 years at EMS as in a variety of positions including product manager of tents, sleeping bags and cooking (stoves, hydration, food, energy products).

“With the recent acquisition of Jetboil, this position was created to fully maximize the potential of all three brands within the Johnson Outdoors Gear portfolio,” says Bill Kelly, group vice president of Johnson Outdoors Gear and Watercraft. “Christopher brings a wealth of branding, marketing and new product development experience in the outdoor market that will help the Eureka!, Silva and Jetboil brands create a cohesive synergy that will benefit both Johnson Outdoors Gear and the brands’ respective retailers.”

“I am excited to be part of a company with such a rich history in the outdoor marketplace. With Eureka!’s 100+ year legacy in the camping category, Silva’s unprecedented heritage in navigational compasses and Jetboil’s ground-breaking innovation in cooking systems, I am eager to share their stories of innovative craftsmanship with consumers to ignite a passion for the brands in the Johnson Outdoors camping division,” Christopher Martens added. 

About Johnson Outdoors Gear, Inc.

Johnson Outdoors Gear is a wholly-owned subsidiary of JOHNSON OUTDOORS, a leading global outdoor recreation equipment products company that turns ideas into adventure with innovative, top-quality products. The company designs, manufactures and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft, Marine Electronics, Diving and Outdoor Gear. Johnson Outdoors’ familiar brands include, among others: Old Town® canoes and kayaks; Ocean Kayak™ and Necky® kayaks; Carlisle® paddles; Extrasport® personal flotation devices; Minn Kota® motors; Cannon® downriggers; Humminbird® marine electronics; LakeMaster® electronic charts; SCUBAPRO® and SUBGEAR® dive equipment; Silva® compasses; Tech4O® digital instruments; Jetboil® cooking systems and Eureka!® tents. 

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