For several years, fitness guru and hunting star Sarah Bowmar has been sponsored by Under Armour. The company partnered with the Bowmar, who often posts videos of her hunts with her husband Josh, to market its UA Hunt line of apparel and gear.
But in June, Sarah filmed Josh on a bear hunt in Alberta, Canada, and the footage of that hunt caused a stir in the online community.
The hunt was 100 percent legal. Let’s make that point clear from the get-go. But it was a bit unusual. Josh didn’t use a rifle, or even a bow, to hunt the bear. Instead, he opted to use a spear.
While I agree there are many more humane methods of hunting, using a spear is legal in Alberta. With today’s availability of tools with a much higher percentage of a quick and clean kill, the ethical implications of Josh’s choice of weapon are certainly a matter of debate. But for the anti-hunters, I don’t think tool choice is the issue. If you use a gun, they’ll say you’re stacking the odds too heavily in your favor. If you use your bare hands, they’ll say you’re causing too much suffering.
But what’s got the Internet in a tizzy right now is the fact that Under Armour dropped their endorsement of Sarah.
The company’s official statement is that “We do not condone the method of hunting (Josh Bowmar) used to harvest this animal. Under Armour is dedicated to the hunting community and are committed to safe hunting practices that ensure a responsible and safe harvest of the animal while also keeping the hunter safe.”
That’s well within their rights … and it’s your right to decide whether you think their decision means they’ve caved to pressure or that they’re serious about their ethical standards when it comes to hunting.