Wednesday, January 9, 2019
Kimberly Merk

Swanson Russell has been selected as the agency-of-record for Badlands. The agency will provide comprehensive marketing services for the Utah-based company including content development, e-commerce solutions and overall brand strategy to emphasize its outdoor apparel, gear and backpacks.

“We are excited and grateful for the opportunity to work with Badlands,” said Dick Placzek, executive vice president/director of client services at Swanson Russell. “This brand is well known among elite, Western, big-game hunters and we are eager to provide our expertise in outdoor recreation marketing to help them achieve their long-term business goals.”

Twenty-five years after it launched the high-performance pack category, Badlands is looking to Swanson Russell to assist with the company’s ever-expanding line of products.

“When we started the process of hiring an agency, it was extremely important to us to find a partner that not only understood our customer, but also understood us,” said Bill Crawley, Badlands founder and general manager. “Swanson Russell gets us, gets our voice, gets our passion for unconditional performance. Once we saw that, the final decision was easy.”

Based in West Jordan, Utah, Badlands specializes in designing and producing the world’s best hunting packs, apparel and accessories. Founded in 1992, Badlands develops high-quality and comfortable hunting gear to outperform the competition. They offer a legendary unconditional lifetime warranty and pride themselves on keeping their customers’ needs top-of-mind. For more information about the company, visit