The Marriage of Case Knives and Carhartt Clothing
John E. Phillips 01.21.13
In 1889, two of the most iconic companies in the outdoor industry were founded–W.R. Case & Sons Cutlery Company and Carhartt Clothing. In 2013, they will be teaming up to supply some of the best knives available to the consumer.
“Today we want to put a Case knife in every Carhartt pocket,” Fred Feightner, consumer marketing and communications manager for Case, says. “Case has formed a licensing agreement with Carhartt to create 22 different knives in three collections: the Gentleman’s Collection, the Workman’s Collection, and the Sportsman’s Collection.” The two companies will work together in consumer marketing, branding, and developing products.
“This blending of product lines was an easy marriage for our core customers,” Tim Humes, senior brand manager for Carhartt, explains. “Carhartt customers are hard-working, blue-collar workers who need hard-wearing durable tools as well as clothes. So, to add a brand like Case to our marketing program and product line has been a great fit for both companies. We have opportunities to showcase our brands through our websites and retail stores and get Case knives into our consumers’ hands. We’re introducing the Case line to our sportsmen and our working men. Carhartt has spent time, energy, and money creating rugged, durable products for America’s workforce and for outdoorsmen. There isn’t much difference between working at a tough job site and participating in a tough deer hunt. When these people reach into their pockets, we want them to pull out knives that stand for the same values as Carhartt.”
The two companies have been working together for about a year to get to the wedding day.
“We spent three years studying Carhartt and its consumers, and when we realized both our companies were founded in 1889 and had the same core values, we decided it was a natural marriage,” Ed Jessup, vice president of sales and marketing for W.R. Case & Sons, mentions. “We believe the Case and Carhartt customers represent the backbone of America–the folks who keep this country moving. We’ve found that the working man and the outdoor enthusiast are the same person. We’ve developed knives under the Carhartt brand for the gentleman, the working man, and the sportsman. Carhartt [provides the] pockets and we’re in those pockets.”
Case is in the development process for new products to add to the Carhartt line well into the future. For blue-collar America, these two companies go together like peanut butter and jelly in a brown paper bag. All signs point to it being great marriage for the outdoor industry and for the men who move America.
John, the 2008 Crossbow Communicator of the year and the 2007 Legendary Communicator chosen for induction into the National Fresh Water Hall of Fame, is a freelance writer (over 6,000 magazine articles for about 100 magazines and several thousand newspaper columns published), magazine editor, photographer for print media as well as industry catalogues (over 25,000 photos published), lecturer, outdoor consultant, marketing consultant, book author and daily internet content provider with an overview of the outdoors.
Phillips has been a contributor to many national magazines, has been affiliated with 27 radio stations across Alabama serving as their outdoor editor and wrote for a weekly syndicated column, "Alabama Outdoors," for 38-Alabama newspapers for more than 13 years. Phillips was Outdoor Editor for the "Birmingham Post-Herald" for 24 years. Phillips was also the executive editor for "Great Days Outdoors" magazine for 3 years.
The author of almost 30 books on the outdoors, Phillips is a founding member of the Professional Outdoor Media Association (POMA) and an active member of the Southeastern Outdoors Press Association (SEOPA). Phillips also is the owner of Night Hawk Publications, a marketing and publishing firm, and president of Creative Concepts, an outdoor consulting group.
Phillips conducts seminars across the nation at colleges in freelance writing, photography and outdoor education besides teaching courses in how to sell what you write to writers' groups. Phillips received his photography training as a still-lab photo specialist for six years in the Air Force. He was the chief photographer for Mannequins, Inc., a Birmingham modeling agency, for 11 years.
While serving as 2nd Vice President of the Alabama Wildlife Federation, Phillips was in charge of all press releases for the organization as well as serving as Chairman of Alabama's Big Buck Contest, which he founded more than 30 years ago. He also was president of the Alabama Sportsman's Association for three years.
Phillips is the recipient of a Certificate of Merit from the Governor of Alabama and the Department of Conservation for his work in the outdoor field. Phillips is vitally interested in the outdoors and travels the nation collecting personalities, stories and how-to information for his articles and features.
EDUCATION: B.S. degree from the University of West Alabama with a physical education major and a history minor.
EXPERIENCE: 10 years parttime and fulltime physical director for YMCAs and 34 years as a freelance writer, photographer, editor, book author, lecturer and daily-content provider for websites. Currently, Phillips is a field editor for Game and Fish Publications; serves on the editorial board of Grandview Media; is a regular contributor to 12 internet magazines and a daily content provider for 8 websites.
WRITING AWARDS: Runnerup - Best Outdoor Magazine Feature - 1981 - SEOPA; Certificate of Merit - Awarded by Alabama's Governor for writings on conservation; Most Outstanding Sports Writer in Southeast - 1983 & 1984; Best Outdoor Feature in Alabama, 1987 - Alabama Sportswriters' Association 3rd Place; Best Book of the Year - 1989 - SEOPA; 2007 - inducted into the National Fresh Water Fishing Hall of Fame as a Legendary Communicator; 2008 - received award naming him 2008 Crossbow Communicator of the Year from the Crossbow Manufacturers' Association; 2009 - GAMMA Honorable Mention for Consumer/Paid Best Essay for July/August 2008 in "Southern Sporting Journal."
