Bubba Blade Rebrands to Bubba


AOB Launches BUBBA™ Fishing Lifestyle Brand

Premium Fishing Equipment Line Re-Brands with Expanded Offering, Customer Engagement

(Columbia, MO) February 15, 2019 – American Outdoor Brands

(AOB) Outdoor Products & Accessories Division, announced the launch of BUBBA, a new lifestyle brand that refreshes the company’s original Bubba Blade, a fishing accessories brand known for its high-quality angling equipment ‘designed by fishermen, for fishermen’. The new BUBBA brand, which features premium fillet knives and fishing pliers, is now positioned as an adventurous lifestyle brand, providing inspiration, motivation, and education for all anglers who enjoy fishing in salt and freshwater environments. From that position, the BUBBA brand will expand its presence with innovative new products and exciting new engagement opportunities for
new customers and brand aficionados alike.

Curtis Smith, Vice President of Marketing for the BUBBA brand, said, “Our customers have long revered
the Bubba Blade brand for the product’s high-performance capabilities and superb functionality. The
new BUBBA brand comes from the same DNA – but casts an even wider net to capture the fun,
adventurous, high-energy lifestyle that our fans live for out on the water. In 2019, we will be introducing
informative, captivating new content, inspiring stories, and perhaps most importantly, innovative new
fishing products that allow our fans to enjoy and explore every level of the ‘Water to Plate™’ lifestyle.”


The BUBBA brand’s updated image and messaging is designed to engage with its audience that values conservation; pioneering better, safer angling equipment; and, pursuing an authentic, adventurous lifestyle.  Consistent with those values, the BUBBA brand makes its debut in 100% recyclable packaging. The updated packaging – featuring an exciting new logo and still sporting the brand’s signature red color — is available at BUBBA brand retailers nationwide.

Smith, added, “We want to offer our customers, not only the highest-quality products possible, but also the opportunity to become a part of a larger community that shares the same passion for the active fishing lifestyle.  We will be introducing several exciting new ways for fans to engage with the BUBBA brand through influencer programs, boots-on-the-ground campaigns, nationwide consumer activations, and authentic content that promotes our new direction. We are thrilled to begin this journey and we are proud to bring a unique, game-changing brand to angling enthusiasts of all levels.”

For more information, please visit the all new BUBBA brand website

Media inquiries: Logan Waddell /

About BUBBA™

BUBBA brand is a leading US-based manufacturer of fillet knives and fishing tools that hold up under the extreme conditions of saltwater and freshwater fishing. BUBBA products are made with the best available materials, as well as a patented handle design that is safer and easier to grip. BUBBA brand is committed to providing the necessary tools for safely and efficiently releasing or harvesting and processing sport fish, whether you’re an experienced fisherman or a novice angler. For more information about the BUBBA brand, visit


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