Fly-fishing outfitter Redington introduced a catalog Oct. 1 featuring images of Margaret Thatcher, Fidel Castro and Mahatma Gandhi in an attempt to portray the sport as something that everybody can relate to.
“There's not a lot of humor in fly fishing,” said Paul Johnson, marketing manager for Redington, Bainbridge Island, WA, while discussing the choice to include the well-known faces.
By having photographs of iconic world leaders, images of fish and average people — and not exotic location shots — the company hopes to distance itself from the many high-end offerings in fly fishing.
Redington's previous catalog was 32 pages. After it was acquired last year by Sage, another fly-fishing company, the brand's product selection was narrowed as accessories and tools were eliminated. The current catalog features rods and clothing.
Redington printed 30,000 copies of the 20-page catalog. It is available via the company's Web site, redington.com, or by calling an 800 number.
