CHOWIE® Launches as the Youth-Focused Hunting Brand, Announces Strategic Advisory Board

August 20, 2026

CHOWIE®, founded by a 32-year Action Sports veteran, launches with a Strategic Advisory Board led by the CEO of Tethrd and former CEO of MeatEater, and a DICK’S Sporting Goods EVP and former Global Brand President of American Eagle Outfitters, with senior product leadership joining separately as Operating Advisor, formerly of KUIU, Burton, Under Armour, and Rip Curl.

August 20, 2026, HEBER, UT /OUTDOOR SPORTSWIRE/ – CHOWIE®, a hunting outerwear brand built exclusively focused on youth hunters (6 – 17), today announced its formal launch alongside the formation of its Strategic Advisory Board, a signed conservation giveback partnership with the National Wild Turkey Federation, and introduction of the APECT™signature camouflage pattern.

Founded by Andrew Blumberg, a 24-year serial brand builder and former Editorial Director and Managing Editor of TransWorld SNOWboarding, with a 33-year tenure in Action Sports, CHOWIE was built to address a gap the industry has long acknowledged but mostly passed on: youth hunting apparel has historically been treated as a scaled-down, limited-offering extension of adult product lines, rather than a essential category itself.

“The future of conservation funding depends entirely on whether the next generation feels like hunting is culturally relevant and actually built for them … not adapted to them; participation is the outcome of aspirational alignment,” said Blumberg. “CHOWIE now exists to address both mission and market opportunity, via brand, product, storytelling, of an identity and invitation to draw more into the fold of fall.”

CHOWIE’s Strategic Advisory Board includes Dan Chumbler, CEO of Tethrd and former CEO of MeatEater, and Chad Kessler, Executive Vice President of Apparel & Vertical Brands at DICK’S Sporting Goods and former Global Brand President of American Eagle Outfitters. Larry Hart, former Senior Production Manager at KUIU and Vice President of Product Development TrueTimber Outdoors with prior leadership roles at Under Armour and Burton Snowboards, has joined separately as Operating Advisor.

The company has also formalized a giveback agreement with the National Wild Turkey Federation through its Help the Yelp program, directing 10 percent of sales from select aspirational graphic logo wear to support NWTF’s youth R3 initiatives, alongside integrated support for Pheasants Forever, Rocky Mountain Elk Foundation, Backcountry Hunters & Anglers, and Howl For Wildlife.

CHOWIE’s first technical outerwear drop is slated for release in Spring 2027, developed under the company’s proprietary APECT™camouflage pattern: a disruptive evolution in concealment riffed off an old-school 4-color foundation brought future-forward. The pattern uses layered depth, coarse texturing, and unexpected banding to distort shape, size, and silhouette in real-world environments.

For more information, visit chowiehunting.com.

About CHOWIE
Outdoors aligned and assigned by design, stoked by the stalk, fed by the hunt: CHOWIE is youth-focused hunting apparel brand built to strengthen long-term participation in hunting and enduring conservation. Founded in 2024, CHOWIE is headquartered in Heber, Utah.

Media Contact:
Andrew Blumberg, Founder
a.blum@chowiehunting.com