Innovation & Design

Net Gain


Casting about for a greater customer base, GPS mapping and sonar brand Lowrance caught traction with the recreational fishing market of Australia. Decades later the brand is still afloat and thriving.

Fishing is Australia's most popular recreational sport. With around 30 percent of the country's inhabitants trying their hand at it and combining to spend approximately AUD 2 billion (US$ 1.5 billion) annually, many of fishing's big name brands have steered their vessels down under to compete for a slice of the action.


Race, Class, and the Future of Ferguson
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