Bass Pro Shops unveils new youth fishing initiative

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Bass Pro Shops announced “Gone Fishing,” which it said is a major new program to introduce people of all ages, especially urban youth and children overly focused on digital devices, to fishing as a gateway to discovering the outdoors.

The national program encompasses initiatives designed to introduce audiences that haven’t been exposed to outdoor recreation and inspire experienced anglers to pledge their support and join the fishing movement this summer.

The activities include hosting in-store events, collaborating with Major League Baseball teams across the country, tapping into the star power of professional athletes and celebrities, partnering with local and national nonprofits and leveraging social media to raise awareness.

“Bass Pro Shops is committed to inspiring more young people to get to know and love the outdoors,” Bass Pro Shops vice president of marketing Stan Lippelman said in a statement. “In fact, 100,000 people caught a fish at a Bass Pro Shops last year alone, many for the first time. We hope to expand this by offering additional free, easy opportunities to introduce kids and teens to fishing. Once they catch their first fish, we know they’ll be hooked.”