🚨Leica Sport Optics USA is proud to announce renowned hunters, conservationists, and storytellers Adam and Frankie Foss as official brand ambassadors.
This partnership represents a return to familiar ground, as Adam previously collaborated with Leica on film, photography, and conservation storytelling that helped define the visual identity of modern mountain hunting. His work helped shape a language rooted in clarity, purpose, and respect for wild places—values deeply aligned with Leica’s. Together, Adam and Frankie bring a thoughtful approach to backcountry big game hunting and adventure with endless storytelling, making them a natural fit for Leica’s evolving vision in North America.
Widely respected for their contributions both behind and in front of the lens, the Fosses are strong advocates for public lands, wildlife conservation, and a style of hunting grounded in humility, skill, and a deep connection to the natural world.
“Frankie and I are truly honored to join the Leica team.” Adam shares, “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, added:
“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.
📷 @fossman8@mtbound
One time we drove into the NM desert looking for ibex. We ate endless tacos and scoured maps every night from basecamp. I spent a lot of time behind the glass, setting up and breaking down the tripods, switching between setups, it was good practice. Snuck in a few naps, but for the most part we hunted hard. We got within range, but never sealed the deal. When the season ended we took showers at the RV park for two dollars a piece and washed the dirt from between our toes. From there we decided to keep chasing the desert sun. We drove east to play tourist, eat more tacos and jump for joy.
Last year we went on a sheep hunt in the northern part of the province. It was the middle of September, the fall colors in the mountains were spectacular. My friend Syd joined us, Adam and I took way too long fiddling with our gear at the trailhead. At the top we saw sheep in a few different directions. Syd brought homemade granola bars wrapped in parchment paper that I still dream about. It was my birthday, I cried about my mom dying, Adam used a waterproof match as a birthday candle. We moved camp to chase a band of rams. We went down, around and up again. Then we got snowed on, lost a few items to the wind in the middle of the night and scurried down the valley. We had a fire and laughed about it all. As the days dwindled, we decided to push in the chips. Our plan was to make a last ditch effort to get close, hoping the ram for me was feeding above us. We got close, we waited, we wrapped ourselves in tarps to try cut the wind. In the end they didn’t have the age. With a route home planned we made moves, crossing creeks and glassing our way all the way to trucks. We dragged out our goodbyes over eggs, bacon and fresh coffee. I spent my first sheep hunt in sheep country with two sheep hunters, it was one for the books.
Mushroomfest is the original highlight reel, our version of a family holiday. After a few years apart and a border in between we reunited for what was truly one of the highlights of my life. When you find the folks that make you whole squeeze ‘em tight and make plans to come back and do it all over again next year.
I dream and scheme all year long about timing mother nature’s rhythms to perfection. Sometimes I nail it, most times I don’t, that’s the game we play.
But hot damn we nailed it last summer! The salmon were biting, the chanterelle’s were poppin’, and the beers were chillin’.
We put together a fun video from our trip for @gorvingcanada with the mega-talented @outsideandseek , @clairekleese and @heathermoshermedia , enjoy!
