Rise and Shine and Partners Catches New Client: Johnson Outdoors

Oct. 30, 2026

Rise and Shine and Partners today announced that it has been selected as the Agency of Record for Minn Kota, the leading fishing technology brand at Johnson Outdoors. Chosen in a competitive pitch, the agency is now launching work to support “the new Minn Kota,” marked by significant brand and product expansion.

Minn Kota and its longtime sister brand, Humminbird, are widely known and recognized for industry-leading trolling motors and fish finders. Now they’ll be known by one name, Minn Kota. 

More than just a repositioning, the new Minn Kota streamlines its entire product portfolio, allowing anglers to focus more on the fun of fishing, and less on the management of complex, disconnected tech.

Kevin DiLorenzo, Partner and CEO of Rise and Shine and Partners said:

"Johnson Outdoors’ ambition to break out and redefine their category is exactly the kind of challenge we thrive on. Combining our deep passion for the outdoors with a rigorous strategic approach, we are poised to create breakthrough work that will resonate with anglers and build lasting brand devotion."

 

Rise and Shine’s debut campaign for Minn Kota, “Catch a Good Time,” spotlights how fun fishing can be when integrated fishing tech works intuitively. Like fish finders that allow anglers to draw a course with their finger, and trolling motors that automatically follow. 

Tonally and visually, Catch a Good Time brings a bright optimism that stands apart from camo-and-ammo-focused category conventions. The work will redefine how Minn Kota shows up across all consumer and customer touchpoints, from paid media to product packaging, retail environments and point-of-sale education. 

Khalaf Khalaf, SVP of Fishing, Johnson Outdoors said:

"Rise and Shine’s incredibly strong, simple creative strategy and understanding of retail will reinforce our leadership in marine electronics and make us a better company.”

 

After three years of double-digit growth, Rise and Shine and Partners continues to reinforce its position as one of the most dynamic independent agencies in the country.  In 2025, Rise and Shine received the Ad Age Small Agency of the Year GOLD Midwest Award, and has been included twice on fastest-growing lists by the Inc. 5000, Adweek’s and the Minneapolis/St. Paul Business Journal.