Born in the warm, verdant waters of the Florida coast, the GILLZ family of brands began with a humble, but impassioned origin. Designed by and for avid fishing enthusiasts, the highly technical and innovative GILLZ GEAR® and it’s more fashionable, but still strongly performance-oriented sibling brand Reel Life®, were absolutely adored by any angler that discovered them.
However, exposure beyond the hard-core fishing community was limited and the early advertising approach focused on the tech, lacking any real personality. The brand needed new life and new energy to remain relevant. That’s when James Ross Advertising came aboard.