MasterCraft said it introduced a dedicated online lifestyle portal it calls The Craft because of the growing aspirational outdoor lifestyle of its consumers.
An extension of the sportboat leader’s lifestyle brand marketing, The Craft seeks to create a lifestyle connection through shopping, stories, personalities and products that convey the fun of boating.
“The Craft reflects our customers’ experiences both on and beyond the boat,” MasterCraft sales and marketing vice president Jay Povlin said in a statement. “Our customers are active people who regularly bounce between boating and their other outdoor activities every chance they get. As a result, The Craft was created to give our customers the best way to shop for everything on the water and much more.”
MasterCraft said the new online destination debuts in time for holiday shoppers to purchase items from surf brands that include Captain Fin; ENO hammocks; Futures Fins; Mizu; Priority Bicycles; Rusty Surfboards; Von Zipper; and Wake RX by Doc Lausch.
The company said The Craft also will chronicle stories related to all things boating and consumers’ lifestyles beyond the sport, whether it’s going backstage with recording artist and MasterCraft ambassador Donavon Frankenreiter or the experience of dropping a new boat into the water for the first time.
The Craft over time will add new brands as partners in the shopping experience and additional stories and news related to the boating lifestyle.