Realtree 40th Anniversary

Bill Jordan sat in the front yard of his mom’s house in Columbus, Georgia and started to sketch the unique bark features of an old oak tree. As an avid outdoorsman, he wanted to create a camouflage pattern that looked like the real woods. Unlike the military style camo patterns that were available on hunting apparel in those days. The pattern would later be called REALTREE® Original.

February 11, at Eastbank Textiles Lot 0224, the first Realtree® pattern was printed.

Bill Jordan introduced a new bark-like camouflage to the world. Little did he know at the time, the influence and impact the pattern would have not only on his life, but the lives of millions of outdoorsmen and women for the next 38 years. We know that pattern today as Realtree®, which would later become the brand as we know it today.

Bill Jordan saw that his first pattern was missing something. So, he immediately went into production, designing a pattern with realistic leaves and branches on top of a bark-like pattern. This creation would become Realtree Brown and Grey leaf.

Bill Jordan would create a clothing line to sell his newest hunting camo concepts on. The Spartan line of apparel would become iconic for many hunters in the late 80s and throughout the 90s, until Bill sold the brand to focus solely on camo pattern design and licensing the Realtree name.

Bill’s third pattern release would be his most lifelike to date and would become a template and model for all future big game patterns. Realtree All-Purpose Grey and Brown would feature a lifelike tree trunk with leaves, warm gray tones and branches that would match the real woods.

Bill would expand the Realtree brand into film and TV production. People from all walks of life would have an opportunity to show the world their love for the outdoors, leading many to become hunting enthusiasts that are still around today.

Initially airing on TNN in 1993, “Realtree Outdoors” gained popularity and was subsequently broadcast on ESPN2 in 2004. Currently, the show airs on the Outdoor Channel. Numerous hunting guests from all walks of life have joined Realtree on this outdoors show. Over the years, “Realtree Outdoors” has become a staple in outdoor entertainment.

Monster Bucks DVDs would make their debut inside of Walmart stores everywhere, selling out with millions of views and creating a cult following that would influence generations of hunters for the next 30 years.

The introduction of the Advantage. Advantage camo would become a sub brand within Realtree for dealer-based accounts but would develop into some of the most iconic patterns of all time. This includes Classic, Wetlands, MAX-1 and MAX-4.

With the creation of the Advatage brand, Bill Jordan would introduce Advantage Classic to the world. Classic was developed to be a dealer-based pattern to provide mom and pop independent dealers with a unique and effective camo pattern and products. It’s success and demand continue to be high today.

Most arguably the most exciting, big bull content ever captured. Realtree cameras visit the world’s greatest elk habitats, known for producing record book animals! Coverage from Wyoming, Montana, Colorado, New Mexico, Arizona, South Dakota and more take fans on a journey to witness one of nature’s most impressive creatures. Monster Bulls includes hunts from some of Realtree’s own, along with a crew of friends and family!

Realtree Xtra-Grey and Xtra-Green would be released. Both patterns were updated versions of the original Realtree All-Purpose pattern from 1991. While the pattern wouldn’t change, the artwork was modernized to keep up with modern day printing techniques and technology, a practice we continue today

Bill Jordan would introduce the first camo pattern designed specifically for waterfowl environments with Advantage Wetlands. Advantage Wetlands would help be the catalyst to many waterfowl brands and iconic figures, such as Duck Commander Phil Robertson.

Realtree introduces Advantage® Timber to the world.

Team Realtree was a direct result of Bill Jordan’s love of NASCAR and sports. His personal relationships with some of the sport’s greatest drivers, like Dale Ernhardt Sr., would bring Realtree camo to a whole new audience. From lifestyle apparel to corporate relationships with companies like Chevy, this would be the start of a whole new chapter for Realtree that continues today.

At the turn of the century, during a chaotic time in our country’s history with Y2K, 9/11 and war, millions of Americans turned to the calm and peace of the outdoors. At the same time, Realtree Hardwoods would be introduced to help those same outdoorsmen and women find success with their family and friends in the outdoors.

Under the Advantage brand, Bill Jordan would release Advantage MAX-4®. For the next decade it would hold the title of being the most sold and used waterfowl pattern in the world. From California to New York, Louisiana to Canada and across the pond in Europe, hunters and outdoor enthusiasts would gravitate towards the lifelike elements and visually appealing look of Advantage MAX-4.

Realtree Road Trips would be a groundbreaking new show that would introduce a new up and coming young hunting phenom to the world, Michael Waddel. Michael would become known as one of the most popular hunting personalities in the world. Along with his costars, they eventually created the Bone Collector brand.

With the successful launch of REALTREE.COM in the early years of the internet and World Wide Web, Realtree wanted a destination for hunters to learn more and have a reliable news source about the ever-changing game laws, techniques, and technologies in the outdoor space. The Timber 2 Table blog became a destination for all outdoor enthusiasts to enjoy the food provided from our passion of hunting. It is still one of the most successful web sources for wild game recipes in the world today.

Designed with western hunters in mind, MAX-1 helps hunters melt into their surroundings by combining the perfect balance of neutral earth tones, prairie grasses, brush, rock, sage and open zones, with just a hint of shadows. It’s perfect for hunting sage-covered hillsides and wide-open prairies for mule deer, antelope and elk.

Realtree would introduce the iconic 8-point Antler logo. The iconic antlers would soon become known around the world and worn by millions of hunters, celebrities, and outdoors enthusiasts.

Realtree Girl was established to help be a driving force for women in the hunting and outdoor space. Realtree Girl would bridge the gap of lifestyle and hunting for women and girls. The brand helped increase women’s participation in the hunting industry to over 25% of overall participation, up from 7% traditionally

The introduction of Realtree AP (or All Purpose) would solidify Realtree as the most popular camouflage brand and pattern in the United States. Realtree AP would hold the throne for seven years as the No. 1 selling camouflage pattern in the U.S.

Realtree Outfitters Apparel is a brand synonymous with the great outdoors, offering a diverse range of clothing and gear specifically tailored for outdoor enthusiasts. Founded on the principles of durability, versatility, and true-to-nature aesthetics, the brand caters to hunters, hikers, and anyone who appreciates the beauty of the wilderness. The Realtree Outfitters line extends beyond clothing to include accessories and gear, all designed to enhance the outdoor experience.

The introduction of Realtree AP Colors would be revolutionary. This would be the first-time partners and consumers had the ability to customize the Realtree patterns to any color they liked. This would open doors for sports team memorabilia, corporate customizations and more. AP colors would be the grandfather of future Realtree lifestyle patterns and eventually the Realtree Fishing brand.

All pattterns would be brought under the Realtree brand. This would do away with the need for Advantage camo patterns such as MAX-1, Max-4, Classic and Timber. These would all be consolidated into Realtree family patterns.

For its 25th anniversary, Bill Jordan and the team highlighted the company’s history, innovation, and growth over the previous quarter-century. They did this through various media that included a Realtree limited-edition print by Hammerpress, a letterpress print shop and design studio located in Kansas City, MO.

Little did anyone know inside Realtree that with the release of Realtree Xtra, Bill would be creating the most popular and succeful branded camo pattern in the world to date. The launch of Realtree Xtra and Xtra Green became so popular it would own over 85% of its market share.

The RealtreeLife brand and movement would take shape. The focus being on the outdoor enthusiast that loved the Realtree brand but didn’t necessarily hunt. By 2016, lifestyle brands and licensing would become 1/3 of the overall Realtree business and growing. Growing into categories like fashion, skateboarding, motocross, snow sports and more.

No one thought topping Advantage MAX-4 would be possible in the waterfowl space, but in 2014 Realtree launched the most successful waterfowl pattern to date with Realtree MAX-5. With the frenzy of the hit tv show Duck Dynasty and it’s rise of popularity with Realtree personalities in Duck Commander, the Realtree MAX-5 pattern could be found in almost every American household.

The introduction of Realtree® MAX-1 XT.

Realtree celebrated it’s 30th anniversary by re-releasing Realtree Original back into the market. This would begin the revival of retro patterns.

The Realtree Chevy Silverado would be introduced.

Fishing and Hunting go together like smore’s and a campfire. In 2017 Realtree Fishing was born. Realtree always had the desire to service the needs of outdoorsmen and women all year round, and Realtree Fishing would help us do that. The brand continues to grow with world class champion anglers like Jacob Wheeler leading the way

Realtree 365 was introduced as a 100% digital streaming service with a semi-live aspect of daily content being uploaded on the road like nothing seen before. Shows like Spring Thunder and Realtree Road trips would be banner titles, moving Realtree video content into the digital age.

The launch of Bill’s next big game pattern, Realtree EDGE® would continue the success of Realtree Xtra. The state of the hunting industry was changing rapidly, but the success and demand of Realtree EDGE showed everyone the need for great stick and limb camo patterns that are effective in any hunting environment.

A pattern that was truly carved from the Delta. Realtree Timber was designed to be the most lifelike and effective tree pattern created.

Realtree WAV3 was introduced as the fishing brand’s second fishing lifestyle pattern and offered to licensed partners to use in multiple colorways.

The introduction of Realtree EXCAPE. One of Bill’s first attempts at an abstract pattern, designed to mimic natural rock and open terrain environments, gathered much excitement from partners and consumers during a time in history when COVID lock downs forced everyone outside. Hunting saw its largest spike in participation in decades.

The Realtree Aspect and Horizon fishing lifestyle patterns were introduced.

The latest installment of the MAX brand of patterns, Realtree MAX-7®.

The Realtree Xtreme® fishing lifestyle pattern was introduced.

The culmination of nearly 40 years of relentless innovation and improvement in a camo design was born. After years of testing, Realtree APX is the latest installment of All-Purpose patterns by Realtree and Bill Jordan. We believe that APX is the most effective and most versatile big game hunting pattern ever designed, continuing to add to the successful legacy of all those who wear Realtree camouflage.

For our 40th anniversary, we developed the Long Live Real campaign to celebrate 40 years of family, friends, and the outdoors across video, media, and partner collaborations. It is also a rallying cry that calls everyone to return to what inspired Bill Jordan in the first place: The Real.