Ten Years, Countless Arrows, and a Brand that Never Missed.

Written by Emma Schaefer

I have been a competitive target archer for the past ten years. Inspired by the Disney Princess Merida and The Hunger Games’ Katniss (the latter is a little more intense), I started my journey of flinging sticks to try to hit paper at 12 years old. One of the first lessons I learned was simple, yet essential: don't hit anyone. Second—and more importantly—success in archery isn't about having the best equipment. It’s all about your form and your mindset.

Trying to teach a 12-year-old girl that lesson is harder than it sounds.

I shot my first compound bow at a place called The Bone Shed, a shop filled with taxidermy and deer stands. Surrounded by camo and antlers, I made one thing very clear: I wanted a bow in bright bubblegum pink...and I was not leaving without it.

As you might imagine, a place like The Bone Shed did not exactly specialize in pink. So, they made a special request to Hoyt Target Archery, and two months later, I walked out of that shop as “the tiny girl with the bright pink bow.”

Ten years later, I am still loyal to Hoyt—because back then, they didn’t just make a bow. They made a 12-year-old girl feel seen and gave her the confidence she had been missing.

That early emotional connection laid the foundation for long-term brand loyalty. Hoyt earned my trust not just through quality equipment, but by making me feel like I mattered, and that is the kind of brand relationship that lasts.

While I’ve upgraded to newer models of Hoyt bows over the years, and finally retired the bright pink bow, one thing has never changed: The confidence I feel when I shoot. These bows have carried me through daily practices, state tournaments, national competitions, and even world team trials. More than that, they’ve given me memories I’ll hold onto for a lifetime.

I’ve never blamed a bad performance on my bow, because I knew I could count on it. In a sport where it’s just you and the target, my bow has been my closest teammate.

I won’t deny it—part of what drew me to Hoyt were the more stereotypical reasons, too. The professional archers I looked up to most were Hoyt ambassadors. They weren’t just skilled. They were professional, approachable, and genuinely invested in encouraging the next generation of archers. And yes, they had really cool jerseys.

Even back then, I noticed the impact of a strong visual identity. As a branding specialist, I can say confidently that those details matter. Hoyt presents a clean, consistent brand image, but still allows room for individuality. The combination of unity and authenticity makes the brand feel both aspirational and accessible.

Loyalty like that doesn’t happen by accident—it’s built through small, meaningful moments that add up over time. Hoyt didn’t just sell me a bow; they gave 12-year-old me something to believe in. And they’ve continued to show up for me, year after year, in ways that still matter.

Now, as both an archer and a branding specialist, I see that experience through a different lens. Great brands don’t just deliver quality—they make people feel connected, confident, and proud to stand behind what they believe in. For me, it started with a pink bow, but it became something much bigger: trust, identity, and a deep sense of belonging.

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Emma Schaefer
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