Building on our collaboration with MMA legend Robbie Lawler, Flexfit® brought its camo campaign to life on the 2026 SHOT show floor. The campaign focuses on discipline, preparation, and performance, values that naturally align with both combat sports and the tactical category. At SHOT Show, that story extended beyond visuals and content into a fully immersive booth experience.
The Flexfit® booth was designed around an octagon-inspired layout, subtly referencing MMA and reinforcing the connection to Robbie Lawler and the campaign itself. From the moment attendees entered the space, the environment echoed the same tone and intensity seen throughout the campaign, allowing visitors to move seamlessly from storytelling to product discovery.
Throughout the booth, Flexfit® showcased its full camo collection, including Kryptek®, Veil®, Multicam®, and Realtree®. Presenting the entire lineup together highlighted the range and versatility of Flexfit®’s camo offerings while reinforcing the brand’s position within the tactical and outdoor space.
A key moment within the camo display was Flexfit®’s collaboration with Realtree®, celebrating the brand’s 40-year milestone. To mark the anniversary, Flexfit® created a limited edition VIP kit featuring the original Realtree® pattern, packaged in a Pelican-style tactical case. Designed specifically for SHOT Show, the kit paid tribute to the heritage of the Realtree® brand while reflecting Flexfit®’s role as a long-standing and trusted headwear partner.
Rather than treating the booth as a standalone display, every element was designed to support a unified experience. Campaign visuals, spatial design, and product assortment worked together to tell one cohesive story, bridging modern performance-driven headwear with legacy partnerships rooted in the tactical category.
