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Friday, July 17, 2015

New Campaign Caters To Female Shooters

Female participation in the shooting sports has surged recently, increasing by 51.5 percent for target shooting from 2001 to 2011, according to the National Shooting Sports Foundation. The selection of apparel and accessories available to women shooters, however, has been slow to represent this growing market.

To equip this expanding demographic, 5.11 Tactical has launched Passion Forward, a new campaign promoting their expanding line of women’s tactical apparel—designed by women, for women.

“Conversations around women-specific products first began as women started to vocalize their frustrations with the fit of their tactical pants and uniforms,” said Tiffany Yerby, 5.11 Tactical director of design. “Product testing on all shapes and sizes, and getting end user feedback, was paramount to the success and expansion of the women’s line …”

In addition to tactical gear, Passion Forward will offer training videos, exclusive ambassador tips, product recommendations and contests with female shooters in mind.