About Us

Matt Johnson – Marketing Director | Dirty’s Outerwear Company

With more than two decades of experience in strategic marketing, creative branding, and authentic storytelling, Matt Johnson serves as the driving force behind the voice, vision, and brand growth of Dirty’s Outerwear Company. As Marketing Director, Matt merges deep field knowledge with targeted digital strategies—developed through years of firsthand experience in both the outdoor industry and leadership roles across education, media, and ministry.

Matt is the founder of Nine Degrees North, a precision marketing and creative agency that specializes in geo-targeted advertising, brand development, and content creation for outdoor, hunting, and construction-based brands. His agency work spans national campaigns, outfitter collaborations, and digital platforms, delivering results for partners ranging from startup gear companies to legacy field brands.

Prior to launching Nine Degrees North, Matt served as the Director of Marketing, Communications, and Branding for Oxford Community Schools, where he led district-wide messaging and public engagement for one of Michigan’s most innovative school systems. That role, combined with nearly 30 years of pastoral leadership, shaped Matt’s ability to lead teams, craft purpose-driven messages, and build trust across diverse audiences.

Beyond the world of marketing, Matt is also the founder of Radical Manhood, a nonprofit mentorship and leadership initiative that equips men to lead with integrity, resilience, and biblical wisdom. Through Radical Manhood, he teaches on servant leadership, character development, and legacy—principles that shape not only his work in ministry, but also his approach to brand building and community connection.

Whether scripting cinematic hunt recaps, crafting product copy for insulated waterfowl waders, or running CRM-driven campaigns, Matt brings both grit and clarity. He knows the value of authentic gear—because he wears it. His approach is simple: build community, communicate truth, and create gear that holds up when it matters most.