As one of the oldest and most historical game call companies in the world, Sure-Shot has provided hunters of all experience levels top of the line products for more than 60 years. According to the company’s new owner, Jay Bruce, Sure-Shot Game Calls will continue its legacy of timeless and classic products, and is already developing new calls set to be released in 2022. Bruce says the company will also see an updated logo, website, apparel and headwear. 

A three-time all-star and two-time Silver Slugger Award winner, Bruce is not only an accomplished baseball player, but he’s also an experienced outdoorsman with a passion for waterfowl hunting.

“Sure-Shot has been part of the fabric of the hunting community of southeast Texas for more than 60 years, and I’m really excited to become part of the brand’s legacy,” said Bruce. “My main focus is to maintain the elite craftsmanship of our products while introducing the brand to the next generation of hunters.”

Sure-Shot History

The company was founded by James “Cowboy” Fernandez and George Yentzen in Nederland, Texas, in the early 1940s. After many prototypes, their first product, the 1950 Yentzen Caller, became the very first patented double-reed duck call introduced to the marketplace. In 1959, Cowboy Fernandez entered several duck calling competitions, and both he and the Yentzen Caller became world class champions. Charlie Holder purchased the company in 2011. Today, Sure-Shot offers more than two dozen game calls for waterfowl, predators, deer and turkeys.  

For more information, visit www.sureshotgamecalls.com.

The Yentzen Caller made the national stage when a young Texan rolled onto Main Street in Stuttgart, Arkansas. James “Cowboy” Fernandez, who soon thereafter co-founded Sure-Shot Game Calls, took the 1959 World’s Championship Duck Calling Contest by storm. He was the first Texan to win the contest, and the first to use a double reed duck call. That call, the Yentzen Caller, was the catalyst he used to start Sure-Shot Game Calls.