I kind of have mixed emotions on the ad.
On one hand, it comes across as kind of immature and petty. On the other hand, this is business and that's what happens in business. Brands run marketing campaigns to show where they are ahead of their competitor.
When you buy from Kuiu, Kuiu makes money and there is not middleman getting the retail markup like "Caleb's" gets when you buy from "Japonski". Does kuiu look desperate for running this ad? Maybe
Are brick and mortar stores desperately trying to remain relevant in the technology age? Absolutely. Why the hell should I pay cabela's a bunch more money for something, when I can buy it with a few click on the interwebs and it will show up on my front porch in a couple days?
Direct sales aren't going away. They are only going to gain market share as those dreaded millennials get older and get more disposable income.
Hell, I like Scheels and sometimes buy there just because the service is impeccable and the staff is knowledgeable. But I've also been guilty of using them... going in there and looking at something or trying it on, and buying it for half price on my cell phone literally from the parking lot. I like them, but I don't always like them enough to spend an entire day's worth of work on some big ticket item.
I don't look at this as a kuiu vs sitka battle near as much as I look at it as a battle for the future as far as branding strategy and product delivery goes.
If not for big, nanny state government keeping them relevant, Uber and Lyft would have already killed traditional taxi service.
Direct sales will do the same to box stores, whether it be Cabelas or Macy's (look at Sear's Stock) et al if they don't adapt.
All that being said, I'd personally like to see civility between the brands. The ad probably could have been put together without making it look like a hit on Sitka directly, but more of a this model vs that model, comparison.
I like both company's products and know and like people at both companies
