Signal Theory Named Agency of Record for DRI DUCK

Signal Theory has partnered with DRI DUCK, an outdoor apparel brand known for durable, comfortable performance workwear and outdoor gear, as its agency of record.

The work will include brand strategy, digital growth and paid media in a comprehensive effort to expand DRI DUCK’s reach and adoption among workers and outdoor enthusiasts.

“DRI DUCK makes gear people genuinely love – and that’s the best starting point an agency can ask for,” said John January, Signal Theory co-CEO. “They’ve built real credibility across different audiences, and at the core of that is something simple: People find comfort, joy and meaning in what they do when they’re wearing it.”

DRI DUCK has evolved from a workwear staple built for harsh jobsite conditions into a go-to brand for everyday outdoor adventure. With more than 40 signature features and specialty technologies integrated into its durable, water-resistant products, DRI DUCK has prioritized sustainable sourcing and committed to developing clothing alternatives that maintain performance while minimizing environmental impact.

“Our customers are hard workers and outdoor enthusiasts who depend on their gear to perform – they don’t have time for brands that don’t deliver,” said Tyler Bowser, DRI DUCK’s director of marketing. “We needed a partner who could think about our brand holistically, from who we are to how we show up across every channel. Signal Theory brings that full-picture thinking to help us scale and drive meaningful growth.”

Work is already underway, with paid media launching in June.