Today's edition of The Dealer Wire is split into two: the morning edition you are reading now, and an afternoon edition that you will receive closer to noon Eastern Time. The split edition is due to the large volume of releases appearing today.

ScentLok introduces the Featherweight Long Sleeve Crew in the new Realtree XT-3 camo pattern, designed for early-season hunting. The lightweight shirt features Fusix™ and Silver Alloy™ scent-control technologies, moisture-wicking polyester, and flatlock seams for comfort during hot-weather scouting and hunting activities.

Team Beretta athlete Vincent Hancock won gold at the 2026 ISSF World Cup Shotgun in Lonato, Italy, setting world records in both qualification (124/125) and the final (36/36) with his Beretta DT11. His victory led Team USA to a dominant finish alongside teammate Christian Elliott.

Buckeye Lures has launched the Dumpster Diver jig, designed by heavy cover specialist Ken Mah. The new lure features a handtied extra bulky skirt, a 4/0 Mustad Ultra-Nor hook, and comes in three sizes and four premium colors for fall availability.

Northland Tackle introduces the Tungsten Panfish Spin, a new lure featuring a small blade that pairs with panfish plastics like the Pan-Candy Grub. Available in two sizes with #4 and #6 hooks, the lure is effective around weedlines and suitable for casting, retrieving, and trolling.

Bill Lewis introduces the Snap Stik 110, an ultra-shallow suspending jerkbait designed by pro Matt Becker for fishing in tight cover. The lure features an L-shaped bill for true running in shallow water and will be available in six colors this fall through retailers and Baits.com.

Bill Lewis introduces the DR 18, a deep-diving crankbait featuring innovative Ledge Technology that reaches depths up to 18 feet. Factory-rigged with Mustad Triple Grip treble hooks and available in six premium colors, the DR 18 will launch this Fall at retailers and Baits.com.

Yamamoto introduces the Covert Senko, a new soft plastic bait featuring subtle side legs inspired by the Covert Craw. The 5-inch lure offers enhanced swimming action on Neko and wacky rigs, available in six colors this fall through retailers and Baits.com.

Big Bite Baits introduced the Rollerama XT, a 5" minnow featuring durable TPE material designed to reduce ripping during hard casts. Pro angler Drew Gill highlights the lure's proven profile and slightly slower roll action, available this Fall in six colors at retailers and Baits.com.

SteelShad introduced the Flutter-Slide, a new spoon featuring a unique line-through design that allows the bait to slide freely during fights, improving hook retention. Pro angler Jake Lawrence endorses the innovation, which will be available this winter at retailers and Baits.com in four colors.

Yamamoto introduces the Uni HD, a high-definition version of its original Uni lure featuring a new HD TPE formula that creates more rigid tentacles and enhanced water displacement. The lure is available in 10 proven colors and is particularly effective in stained water and heavy cover.

Frog Factory has launched the Ploppit, a new soft plastic frog lure featuring a plopping tail that creates surface bubbles for bass fishing. Designed by pro Fred Roumbanis, the 4" weedless lure is available in six colors and can be rigged multiple ways for shallow water fishing.

Bill Lewis has launched the Spit Stik, a hybrid topwater lure combining popper and walking bait qualities. The 4.3" lure features unique side slits for distinctive water-spitting action and is available in six colors at retailers and Baits.com this fall.

Big Bite Baits introduces the Orbix, a 19mm urchin-style bait featuring TPE material for durability and natural pulsing action. Pro angler Sam Hanggi highlights its versatility for shallow cover fishing and longevity. Available in six colors this fall at retailers and Baits.com.

BUBBA and Major League Fishing announced the official consumer launch of SCORETRACKER LIVE, making real-time tournament scoring technology available through the BUBBA app. The platform supports multiple tournament formats and integrates with new BUBBA products including the Pro Series Smart Bump Board and Tournament Weigh Station, creating a connected fishing ecosystem.

Silencer Central is on Day 92 of its 100 Days of Silence promotion, offering a $2,750+ prize package including a Stoeger STR-9 Combat SX, BANISH TAC 9K TI Suppressor, Winchester Ammunition, and other items. The company is also running triple reward points on BANISH suppressors through July 17, 2026.

MidwayUSA promoted Travis Rodgers to Director of Logistics after 14 years with the company. Rodgers previously served as Director of Merchandising for the Hunting & Outdoors division and will now lead the warehouse operations team at MidwayUSA's Nitro Express Distribution Center.

MidwayUSA promoted James Bland to Merchandising Manager - Shooting after 13 years with the company. Bland, a Tarleton State University graduate and NRA Life Member, will lead the Shooting category focusing on inventory management, sourcing, pricing, and promotion.

Orchid announced an integration between its Orchid POS platform and Gun Made, automatically syndicating live inventory from Orchid POS dealers into Gun Made's search results across 4,000+ dealers and 500 million products. The integration drives traffic and sales to dealer storefronts with no commissions or manual uploads required.

GrabAGun Digital Holdings Inc. announced a strategic collaboration with Backwoods Suppressors, marking the third manufacturer to join its PEW Logistics direct-to-consumer platform. The expansion into suppressors comes as the U.S. suppressor market experienced 265 percent growth between 2020 and 2024, with over 845,000 applications submitted in the first five months of 2026 following the elimination of the federal transfer tax.

Remington announces availability of patriotic-themed bulk buckets featuring 'Don't Tread on Me' and 'Come and Take It' series in rifle, handgun, and rimfire calibers. The new products, now shipping to dealers nationwide, complement Remington's earlier 'We the People' bulk buckets launched for America's 250th anniversary.

Leupold & Stevens, Inc. announced the launch of its new LCO Pro F2 red dot sight, featuring a professional-grade optical system with premium aspheric lens technology, four reticle options, and Motion Sensor Technology extending battery life to 30,000 hours. The sight is designed, machined, and assembled in Leupold's Beaverton, Oregon factory.

Sightmark has released the Strikon VMP 1-4x22 SFP Fiber V2 Prismatic Riflescope, featuring capped turrets for zero protection, expanded mounting flexibility with four centerline height configurations, and an enhanced accessories package. The updated optic maintains the original's 1-4x prismatic design while addressing practical shooter feedback.

Lipsey's, one of the largest independently owned firearms distributors in the country, has renewed its Gold-level corporate partnership with the Second Amendment Foundation. The partnership supports SAF's legal efforts to protect Second Amendment rights through litigation, education, and advocacy.

Women For Gun Rights appointed Tammy Bartels as Director of Operations to support the organization's rapid national growth. Bartels, owner of RBR Training and Consulting and former Kansas State Rifle Association board member, brings decades of nonprofit leadership experience to strengthen WGR's infrastructure and advocacy efforts.

BUBBA announced the launch of the Pro Series Gen 2 Electric Fillet Knife, featuring next-generation motor technology, enhanced ergonomics, and a new paddle trigger system. Built on the award-winning original model, the Gen 2 includes four blades, two rechargeable batteries, and a waterproof carrying case at an MSRP of $269.99.

Stoeger Industries will showcase its latest 2026 shotgun models, including the M3500 Waterfowl, M3000 Series additions, and new V7000 over/under at the Delta Waterfowl Duck Hunters Expo in Des Moines, Iowa, July 24–26 at Booth #623.

The Arizona Game and Fish Department (AZGFD) and its partners are offering comprehensive Outdoor Skills Network events for all skill levels, from introductory shooting lessons to experienced hunter meetups. Events cover hunting, fishing, trapping, archery, wildlife viewing, and conservation education across multiple species.

The Michigan Department of Natural Resources issued a permit for Enbridge's Great Lakes Tunnel project to replace the 73-year-old Line 5 pipelines. The permit requires Enbridge to mitigate impacts on threatened plant species including Houghton's goldenrod and dwarf lake iris, as well as bat habitats, through seed collection, monitoring, and habitat protection measures.

HuntStand announced its Whitetail Adventure Sweepstakes, offering one lucky hunter a fully guided five-day rifle hunt in Oklahoma during the second rut, Nov. 27-Dec. 5. The prize includes premium gear from Savage, Vortex Optics, Barnes, Muddy Outdoors, Walker's, Mossy Oak, and Waypoint TV, with guidance from Rut N Strut Guide Service. Entries open July 16 through Oct. 10.

The Ohio Department of Natural Resources Division of Wildlife encourages public reports of wild turkey and ruffed grouse sightings through July and August via the Wildlife Reporting System at wildohio.gov or the HuntFish OH mobile app. Observations help biologists estimate population status and reproductive success, with 2025 turkey brood surveys showing 2.7 poults per hen compared to the long-term average of 2.8.

Shooting records—especially trick-shot records—are nothing new. Ever since the invention of the gun, people have been putting it, and their skills, to the test.

But, it wasn’t until 1885 when a woman named Annie Oakley came on the scene that exhibition shooting and trick shots grabbed hold of our fascination. Oakley wasn't alone. Doc Carver and Ad Topperwein, along with his wife Elizabeth, were also legendary exhibition shooters. But Oakley remains the best known and still occupies a place in American pop culture.

Oakley spent 17 years showcasing her shooting skills in Buffalo Bill's Wild West Show where she wowed audiences by shooting over the shoulder using a mirror, and shooting coins out of the air.

That trick-shooting showmanship has continued through the 19th century with the likes of Ed McGivern, Herb Parsons, Bob Munden, Tom Knapp, Jerry Miculek (of course), among others.

Each has set a record or three in their time. And over time some of those records have fallen, with more to follow as new shooters take their place atop the trick-shooting heap.

This week a new record was set. It wasn’t one of speed, and it didn’t involve mirrors, coins, balloons or aspirin. It was a record of distance.

On Tuesday, Benelli posted a video of Steve Gould of Target Focused Life breaking a clay target at an extreme distance.

How extreme? Using a production Benelli ETHOS SuperSport A.I. shotgun, Gould broke targets from just under 110 yards during warm up before stepping out to 130 yards, then 160 yards, and out to 181.5 yards.

All of this recorded and independently verified using survey-grade equipment. It was also captured from multiple camera angles, so doubting the distance isn’t really an option.

But, Gould didn’t stop at 181.5 yards.

Pushing the limit, and at times fighting the wind and the orientation of his target thrower, Gould went for a 200 yard shot.

Here’s the thing about a target at 200 yards—you can barely see it, let alone hit it. Plus, it’s moving. But mostly, who thinks that using a shotgun to shoot a target two football fields away makes any sense?

Well, this is where the Benelli of it all comes into play.

Spoiler alert, Gould made the shot, breaking the target at a measured 201 yards to establish a new record. To do so, Gould had to use a Federal Heavyweight TSS #7 12ga load. He used a target load at 130 (Federal All-American #7.5) but moved to heavier game loads as the distance increased.

You can watch the video here on YouTube, and I encourage you to because it’s too easy to dismiss distance claims. Seeing is believing, especially when they explain how the distance was measured.

But getting back to the Benelli….

In order to break a target at an extreme distance requires that the shot column holds together and has the velocity to effectively reach the distance. The reason Gould used the Benelli ETHOS SuperSport A.I. is because of the ‘A.I.’ in its name.

Benelli's Advanced Impact (A.I.) System isn't simply a new barrel or a different choke tube. It's a patented barrel-and-choke design engineered as a complete system, with every component working together to improve pattern consistency, pellet energy, and overall downrange performance—like breaking a target at 201 yards.

Most shotgun barrels maintain a relatively consistent bore diameter until the shot charge reaches the choke. The A.I. barrel takes an entirely different approach.

Its internal bore profile changes as the shot travels down the barrel, gradually managing the shot column instead of forcing an abrupt transition at the muzzle. The concept is straightforward: reduce pellet deformation so more pellets remain round, fly truer, and arrive on target where they're supposed to.

That redesigned bore works in conjunction with Benelli's Advanced Impact CRIO choke tubes. These aren't simply longer choke tubes. They were engineered specifically for the A.I. barrel, with revised tapers and internal geometry designed to complement the barrel's variable bore profile.

Rather than treating the barrel and choke as separate components, Benelli developed them as a single ballistic system, allowing the shot charge to make a smoother, more controlled exit from the muzzle.

The system also builds on Benelli's CRIO technology. Both the barrel and choke undergo cryogenic treatment to relieve manufacturing stresses and create a smoother internal surface. The result is reduced friction and fouling, along with more consistent performance over extended shooting sessions.

This total barrel system design delivers improved performance across today's most common hunting loads—including lead, steel, bismuth, and tungsten—without requiring specialized ammunition. Which Gould proved while setting the new record.

He also demonstrated that Benelli's approach of treating the barrel, bore geometry, choke and metallurgy as one integrated system—instead of a collection of individual components—can extract every bit of performance possible from a shotgun shell.

Benelli built the system. In setting the distance record, Steve Gould proved what it is capable of. And that’s why every hunting and competition shotgunner should take note.

– Paul Erhardt, Managing Editor, the Outdoor Wire Digital Network