hahah I love the timing of this:

Nice looking video as usual, though they are really forcing the whole “lifestyle brand” thing down everyone’s throats again.  I’m sure it works though.  If you want to see my commentary on their past tread videos you can click that link.

It’s a decent looking rifle I guess *shrug*.  They didn’t exactly invent anything.. it’s a Direct Impingement AR-10 with a Nokia-ass Snake logo on it.  That doesn’t seem like a reason to buy it, or a reason not to buy it.. but like whatever man.

As I mentioned in the title, the timing of this new tread release is impeccable.  Bruthers are annoyed at levels they haven’t been at since 9/11 because of the government telling them what to do.  The government telling you that you can’t live your life as a free man, “FOR YOUR OWN GOOD”, at a risk of getting fined?  You hate to see it. Will COVID-19 remove a few of these “I wiLL nOt CoMplY” bois from the gene pool? Only time will tell.

If you want more info on the Sig Sauer 716i Tread hit the link. Also, if you’re a designer you might might also find this funny… but when I was poking around looking for the aforementioned Nokia-ass Snake Logo I came accross their main Tread page , where they had the one I used called “TREAD-Logo-Final-3.jpg” I laughed out loud because that’s the exact dumbass way I name things. I start off with -WIP1,2,3,4 etc… type names then as soon as I trick myself into the design being finalized I start -FINAL-1,2-3 etc.. Can anyone else relate?


Products currently haunting my dreams:
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😂😂😂 another certified classic:

0:19 – “Because nothing worthwhile is ever handed to you.  You have to come and take it.”  AHAHHAHAHHA this is already too much.

These really just check all the cringe boxes, it’s incredible.  I feel like if I went off the grid for the period of time that these were rolling out, I’d be getting emails and DMs like “Hey Mike, first off are you Ok?  Second, did Taurus consult with you on those Tread commercials?  Shit’s wild bro.”

0:38 – Such a lifestyle gun.  Do you like shooting pool and smoking fat stogies with the fellas in loft, after you asked your girlfriend if she could pretty please go have a coffee or something with one of her friends?  Then this is the rifle for you.  Oh and the girlfriend didn’t leave… she’s in the other room “reading a book” (Translation: eavesdropping on what you guys talk about when she’s not around).

0:36 – Imagine showing up at the shooting range with your Tread… in a Tread case… while wearing a Sig Sauer hat, donning your Sig Sauer ear pro then to top it all off you close your eyes on each shot?  COULDN’T BE ME.

Oh and the title?  “Soul of the city” … Coincidence? Or is that because he’s black?

Thoughts?  You can check out my other Tread video critiques here if you wish.

Oh and for anyone who cares, I will not be attending SHOT show 2019.  It’s nice to hear from you guys who asked if I’m going in the emails and DMs… I might have to check it out someday.  ENDO commenter JZStudios mentioned that I should, and do my signature style (but in VLOG form) live at the booths.  I actually like that idea a lot and I think I could do a decent job of it, but my only hesitation is that on the internet I can say “this is trash that is trash, everything is trash at your booth and your marketing sucks”, and a lot of you guys laugh and some companies that have a good sense of humor about themselves laugh… but I feel like would be NOT well received in real life.  I’m talking Borat levels of booth people and CEOs being uncomfortable.  I don’t know… I’ll give it some thought between now and the 2020 show.


Someones cool mom featured in this LiFeStYLe RiFLe Ad:

Thirsty Ian Burns writes in the YouTube comments – “If i buy the rifle does she come with it? 😂” . Holy that’s original.  I bet cool mom is contacting YouTube as we speak to try and get the deets on this guy… like “His email address or something!” she pleads.

I know they say lifestyle marketing works well, but holy is it peak cringe.  I don’t even want to imagine a woman watching this ad and being like “YES!” … “Wow Lisa, Sig gets me”… “Holy… Sig hit the nail on the head again with that point.”… “Kevin remember a while back when you called me a restless soul with a wild heart? THAT’S WHAT THEY CALLED THE VIDEO.  OMG I’m buying this, it’s so me.”

0:56 – Lucky .223 kicks like a baby or she wouldn’t be doing another lifestyle commercial until a massive black eye healed up.

This is the 2nd Tread video I’ve blogged about.  Yes you’d be correct in assuming I didn’t much care for the other videos either because they follow the same format.

Thoughts? At least Sig didn’t go the cheap route and put cool mom in a bikini for any part of the video.


ahahah it’s amazing this exists:

I don’t know if you guys remember my first post on the TREAD, but I thought that initial “Blood Sweat and Motorcycles” video was peak cringe.  This video is basically going off on a tangent, using themes from that video… but turning the cringe up past 11.  I clicked through to the YouTube comments and thankfully at least a few others share my sentiment.

I feel for these people who made this video… you just know that HQ likely created a team with a bunch of randoms go-getters assembled from all over the company with one task: MAKE TREAD A LIFESTYLE BRAND.  That’s why these videos end up being so cringy… it’s the culmination of a bunch of “life” activities and thoughts often not related directly to the gun but used as a tool in conjunction with the peppered in product shots to make gullible people who can’t think for themselves want to buy one even though they already have a house full of perfectly fine AR-15s (except they don’t say TREAD nor do they have the snake 🐍 on them).

Thoughts? . You fellas working-man-all-American-good-enough-free-enough for the tread?  You gonna create a path with the tread for the next generation to follow?


I can tell Sig definitely expects us all to yell out the standard “Hell Ya BrUther” at some point while watching the video:

Yea they seriously called this new AR-15 they are pushing the “Tread”.  Hitting us with that long snake USA flag logo.  Man, the pie hitters are going to love this one.

Oh puke 🤮, if you click through to their Tread website, they are really selling it as the every-man-and-woman’s rifle of choice.  In the looping top video on the site there are girls riding horses, mountain biking , throwing hay bales, dudes running, driving tractors, splitting wood.. a business man, and on and on.  How 2018 of them haha. The video is not breaking any ethnic diversity records, but it’s diverse enough to probably not elicit angry comments about that. If you click through to see the comments on the YouTube video, they are getting cooked… well more like sautéed slightly.  Free smoke, free smoke ayeeeeee. And we have my dude (I don’t actually know this guy) Kalashnikyle who came through with the ill “HE”LL ya BorTheR” comment. Monica hehehe *in an extremely Denzel Washington training day voice*.

A bit further down on that tread website the actual sentence “THE RESTLESS SOUL WITH A WILD HEART” appears.  Then “Mountain air and the feel of a saddle beneath her keep Maggie on the hunt, her TREAD makes sure she’s ready for anything.”  oh my god please get this girl a trenta pumpkin spiced latte, some ugg boots, a Browning logo tattoo for her wrist, a “girls hunt too” sticker for her Jeep, and a “live laugh love” sign for her home.

Don’t get me wrong, the gun looks fine… I’m just not sure why it exists.  Is there still a flourishing AR-15 market?  I know I’ve raised that same question in the past a few times as well… I just don’t get it.  Who is buying all them?  Is there any market share left to steal from anyone else in this realm?  I’ll just go out on a limb and predict that Sig Sauer has the luxury of doing something just because (even if it’s maybe doomed from the get-go to make no money), basically to have a dog in the fight and continue to expand their lineup.  Their regular day to day sales through their vast dealer network + that $580 Million army contract tells me they probably aren’t hurting.  Who knows though, I’m sure when you employ a bajillion people and have expensive buildings, expensive equipment etc.. money disappears quick.

Thoughts?  You hoping they are drop safe? *you know I had to do it to em* 😂

Gat tip: Tom


For tools.  I mean… wrist tools:

0:15 – Lake Minnetonka :P

0:20 – Tricky tricky Leatherman… “Here in the kitchen…” and I was like OH NO THEY DIDNT LOL… then I saw she had tools, so it was like a role reversal messing with gender norms.  Well played gentlemen…. uh I mean people.

1:14 – LOL oh lawd that watch makes my heart hurt.

Leatherman-TreadIt’s all fun and games until some nefarious person disassembles an airplane seat, and re-assembles it with parts of their laptop, shoe, and some used chewing gum… making some sort of MacGyver’d decepticon which brings a plane down.  Are you insured for that Leatherman?  heh didn’t THINK so.

I’m sure it will be on Leatherman’s website sooner or later. You can’t go wrong with some of their regular multi-tools. I have a Leatherman Wave I keep in my range bag.

<--- He's like "sniff my fingers bro" Thoughts?  Would operate with?