Thing is, with the right product that kid might've done well enough in an ad campaign. No idea what that product is but we sure as hell know what the wrong one was.
I don't read gun magazines anymore - apart from the general lack of magazines period, they were always just shills for their advertisers. Thing is, over the past decade and more the entire shooting sports arena has included women and people of color and did so pretty effectively. Old school gun clubs are filled with all sorts of Neandertal types incapable of change, but they are dying out and making way for newer generations. This didn't happen overnight and took a long, slow deliberate approach. I don't follow NASCAR or any sports really, but think I see similar changes. Over time I'd expect the [ fill in the blank ] community to be included as well.
A few years ago my friend and I shot a round at a local .22 competition. Every group of 4-6 people has a range officer escorting them and it takes a little over an hour to do the course. There were two young men who said they were married and acted it. You know what bad stuff happened ? None. Zero. We talked about guns, mocked each other for missing easy shots and there was no whispering behind anyone's back. It's about the sport not you **** or lack thereof.
Bud Light failed for over-the-top jamming it down our throats incorrectly, not because the message was so bad.
Getting more people of all demographics involved will save hunting, fishing, and shooting. There is a LGBT group on FB called Rainbow Reload that I follow, and they are doing a great job bringing the hobby to people who wouldn't encounter it otherwise.