Traditional country pursuits reimagined for the modern world
Technical clothing brand Musto has launched an innovative new country campaign.
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‘Masters of Game’ celebrates Musto’s 10-year partnership with the Game & Wildlife Conservation Trust and the relaunch of their redesigned Whisper Highland Jacket, first sold 31 years ago. The campaign, also in collaboration with online shooting platform GunsOnPegs, focuses on raising awareness about responsible shoot organisation and how it can support sustainable game management and countryside conservation as proposed by the GWCT in their recently published handbook The Knowledge.
The Knowledge concentrates on the impact shooting has on countryside conservation and provides all the information that every Gun should know before a shoot, to ensure they protect the countryside and enable game and other wildlife to thrive.
Musto will launch an online quiz, open to anyone, and invite players to answer five questions that feature in The Knowledge. Entrants that display the strongest knowledge in the fastest time will be invited to a live quiz night where they will compete alongside industry professionals for a chance to win exclusive prizes and be crowned a Master of Game.
Emmie Brown, Head of Brand Marketing for Musto said: “Masters of Game is all about raising awareness. Just as we protect the participants of our sports, we want to help protect the environment in which these sports take place. Along with the GWCT and GunsOnPegs, we want to educate people about sustainable shooting. Whether you’re a regular Gun or complete novice, our aim is to start a conversation about game conservation and explore how responsible shooting can enrich Great Britain’s countryside.”
As one of the world’s leading technical sportswear brands, Musto continuously pushes the boundaries of design and innovation. Musto is sold in over 40 countries, with a hard-earned reputation for innovation, testing, high performance and style.
Founded in 1964, Musto takes pride in its history of innovation by combining technical fabrication with design, to ensure that athletes continuously perform at their peak, no matter their environment. As technology allows us to take unprecedented steps in personal achievement, Musto seeks to give individuals the inside edge by designing the next generation of technical performance apparel manufactured to exceed expectations.
Traditional country persuits reimagined for the modern world
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