Matt Hayes Adventure was a concept created by Strike One Media to take a High Street approach to a sport that is served, in retail terms, by hardcore specialist outlets.
Fishing is huge in the UK alone – more than 4 million people cast a line every year – but getting into the sport has barriers. It’s hard to buy a good fishing kit, with instructions, from a Big Box retailer.
Strike One Media brokered a deal between Fladen and TV fishing celebrity Matt Hayes, and then assisted in the creation of fishing kits that were supported by ‘how to fish’ booklets, a free instructional app, and online video.
The business helped source products, head-hunted a head of sales, and created all branding and marketing. In its first year the Adventure name has been adopted by Argos, Sports Direct, Millets, and Shop Direct including Littlewoods and very.co.uk.