The rod just stood out it was like the Grundens of the air. I was fishing on Cape Cod bay this summer, in some pretty snotty weather, and I looked across the bow of my friend’s Jones Brothers and saw another black rod with a white stripe in the bow of a boat maybe 50-75 yards away. Take, for instance, the story of my first trip using this rod on the saltwater. This effort is to be applauded, I think, and I hope it helps make a substantive change in the sport.īut what does that have to do with the Helios 3? That big white stripe on the handle condenses all of this change. Take, for instance, Orvis’s 50/50 program, which seeks to promote gender parity on the water - something that is, in my opinion, long overdue. The longer arc here is, I think, a wise effort to expand Orvis’s customer based beyond your dad or your grandfather, and to try to reach a younger, more adventuresome base. They have launched their new “Pro” line, available to the public, with features boxes of the same dark black, with stark fluorescent accents. These same photos often show people sliding down extreme rock banks, or the the like. The photography that they are using in their fly fishing catalogs has become more extreme: the photos are intentionally overexposed, almost at times extreme HDR. If you step back from the rod for a second, and look at what Orvis has done to their brand recently, you’ll notice a few things. There’s the big white label against a midnight black rod. So why the change? I think a few things are going on here.įirst, they say don’t judge a book by it’s cover, but here I think you should: the rod looks different, and that’s intentional. It was both well known and well regarded, and, importantly, it sold well. The Orvis Helios 2 was the flagship graphite rod in Orvis’s lineup. In 2018, Orvis launched the Helios 3, and many people responded by asking, simply, “Why?”
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