News

Leica Sport Optics USA has announced three new brand partnerships, welcoming Adam and Frankie Foss, along with filmmaker and backcountry hunter Zack Boughton, as official brand ambassadors. The move reflects Leica’s continued investment in authentic storytelling and its deepening engagement with North America’s hunting and conservation community.

For Adam and Frankie Foss, the collaboration marks a return to familiar territory. Adam previously worked with Leica on projects that helped define the visual identity of modern mountain hunting through film and photography. Together, the Fosses bring extensive experience as hunters, conservationists, and storytellers, combining artistry with a deep respect for wild places.

“Frankie and I are truly honored to join the Leica team,” said Adam Foss. “There’s no question that Leica makes best-in-class optics and camera equipment, but what sets them apart is their commitment to telling the more artful, deeper part of the hunting story. That’s something that resonates with our purpose in this industry and what we hope to leave behind through our storytelling, the beautiful places we’re fortunate enough to go and the fine people we meet along the way.”

Ryan Holm, Director of Marketing for Leica Sport Optics USA, commented: “Adam and Frankie are icons in the world of Western big game hunting, particularly in the sheep hunting community, where precision, endurance, and storytelling all converge. Beyond their field experience, they bring a sharp creative eye and an authentic voice that resonates with a discerning audience. I’ve had the privilege of working with Adam for over a decade, and his consistency, depth of knowledge, and respect for the craft are unmatched. This partnership represents more than just content—it’s a continuation of Leica’s commitment to supporting those who advance the culture of hunting through both purposeful action and compelling narrative.”

Through this partnership, Leica and the Fosses will collaborate on campaigns and content designed to engage hunters who value not only premium optics but also the stories, experiences, and landscapes that define their pursuits.

Expanding Leica’s creative partnerships

Leica has also announced a new ambassador partnership with filmmaker and backcountry hunter Zack Boughton. The announcement coincides with a period of significant innovation for the brand, following the launch of several new products including the CRF Max Rangemaster, the Calonox 2 LRF thermal clip-on with integrated rangefinder, and a collaboration with OLLIN on advanced digiscoping solutions.

“2025 marks a turning point for Leica Sport Optics,” said Ryan Holm. “We’re not here to play safe—we’re pushing the limits with products that bring absolute precision, relentless reliability, and the craftsmanship Leica is known for. Partnering with Zack isn’t about marketing fluff; he’s a force in the backcountry, a filmmaker who speaks to hunters with authenticity no one else can touch, and a competitor who proves his edge in PRS and NRL matches. Together, we’ll show what Leica optics were built for: elevating every gritty, unfiltered moment in the field.”

Raised in Coeur d’Alene, Idaho, Boughton discovered his passion for hunting and fly fishing after moving to Bozeman, Montana. Alongside his brother Travis, he founded Montana Wild, which has evolved from a personal blog into a leading outdoor media platform.

Boughton’s relationship with Leica began in the early 2000s through his father’s Geovid binoculars. “I just remember being so impressed by the quality and the fact that they had a rangefinder in them,” he said. “What stands out about Leica is their attention to detail. They are true craftsmen, and it shows. The way the product feels in your hand is unrivaled in my opinion.”

As part of his new ambassador role, Boughton will use the Geovid Pro 10x42 AB+ binoculars, the APO-Televid 82 spotting scope, and the new CRF Max handheld rangefinder across his hunting and filming projects. His storytelling will continue to promote hunting in a positive light, emphasizing respect for nature, the hard work behind success, and the reward of wild game for the table.

“With his expertise in storytelling and his deep roots in Western hunting, Zack embodies the Leica ethos of precision and passion for the outdoors,” Holm added. “Together, we look forward to inspiring hunters and conservationists alike.”

leica-camera.com