JOHNSON WORLDWIDE ASSOCIATES INC
DEF 14A, 1995-12-21
SPORTING & ATHLETIC GOODS, NEC
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<PAGE>   1
                      SECURITIES AND EXCHANGE COMMISSION
                            WASHINGTON, D.C. 20549

                                 SCHEDULE 14A
                                (Rule 14a-101)

                   INFORMATION REQUIRED IN PROXY STATEMENT

                           SCHEDULE 14A INFORMATION
               Proxy Statement Pursuant to Section 14(a) of the
                       Securities Exchange Act of 1934

    Filed by the Registrant [ ]

    Filed by a party other than the Registrant [ ]

    Check the appropriate box:

    [ ] Preliminary proxy statement    [ ] Confidential, for Use of the Com-
                                           mission Only (as permitted by
                                           Rule 14a-6(e)(2))

    [X] Definitive proxy statement

    [ ] Definitive additional materials

    [ ] Soliciting material pursuant to Rule 14a-11(c) or
        Rule 14a-12

                      JOHNSON WORLDWIDE ASSOCIATES, INC.
- -------------------------------------------------------------------------------
           (Name of Registrant as Specified in Its Charter)

                      JOHNSON WORLDWIDE ASSOCIATES, INC.
- -------------------------------------------------------------------------------
               (Name of Person(s) Filing Proxy Statement)

Payment of filing fee (Check the appropriate box):

    [X] $125 per Exchange Act Rule 0-11(c)(1)(ii), 14a-6(i)(1), or 14a-6(i)(2).
        or Item 22(a)(2) of Schedule 14A.

    [ ] $500 per each party to the controversy pursuant to Exchange Act 
        Rule 14a-6(i)(3).

    [ ] Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.

    (1) Title of each class of securities to which transaction applies:

        ------------------------------------------------------------------------

    (2) Aggregate number of securities to which transactions applies:

        ------------------------------------------------------------------------

    (3) Per unit price or other underlying value of transaction computed 
        pursuant to Exchange Act Rule 0-11 (Set forth the amount on which the
        filing fee is calculated and state how it was determined):

        ------------------------------------------------------------------------

    (4) Proposed maximum aggregate value of transaction:

        ------------------------------------------------------------------------

    (5) Total fee paid:

        ------------------------------------------------------------------------
    [ ] Fee paid previously with preliminary materials.

    [ ] Check box if any part of the fee is offset as provided by Exchange Act 
Rule 0-11(a)(2) and identify the filing for which the offsetting fee was 
paid previously. Identify the previous filing by registration statement 
number, or the form or schedule and the date of its filing.

    (1) Amount previously paid:

        ------------------------------------------------------------------------

    (2) Form, schedule or registration statement no.:

        ------------------------------------------------------------------------

    (3) Filing party:

        ------------------------------------------------------------------------

    (4) Date filed:

        ------------------------------------------------------------------------

<PAGE>   2
 
                            [JOHNSON WORLDWIDE LOGO]
 
                       JOHNSON WORLDWIDE ASSOCIATES, INC.
                                1326 WILLOW ROAD
                          STURTEVANT, WISCONSIN 53177
 
                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                          TO BE HELD JANUARY 24, 1996
 
To the Shareholders of
  JOHNSON WORLDWIDE ASSOCIATES, INC.
 
     The Annual Meeting of Shareholders of Johnson Worldwide Associates, Inc.
will be held on Wednesday, January 24, 1996 at 1:15 p.m., local time, at the
Racine Marriott, 7111 Washington Avenue, Racine, Wisconsin, for the following
purposes:
 
          1. To elect 6 directors to serve for the ensuing year.
 
          2. To transact such other business as may properly come before the
     meeting or any adjournment thereof.
 
     Shareholders of record at the close of business on Tuesday, December 12,
1995 will be entitled to notice of and to vote at the meeting and any
adjournment or postponement thereof. Holders of Class A Common Stock, voting as
a separate class, are entitled to elect two directors and holders of Class B
Common Stock, voting as a separate class, are entitled to elect the remaining
directors.
 
     WHETHER OR NOT YOU PLAN TO ATTEND THE ANNUAL MEETING, PLEASE COMPLETE,
SIGN, DATE AND RETURN PROMPTLY THE PROXY CARD FOR CLASS A COMMON STOCK AND/OR
THE PROXY CARD FOR CLASS B COMMON STOCK IN THE RETURN ENVELOPE PROVIDED IN ORDER
TO BE SURE THAT YOUR SHARES WILL BE VOTED AT THE ANNUAL MEETING.
 
                                          By Order of the Board of Directors
 
                                          CARL G. SCHMIDT
                                          Secretary

<PAGE>   3
 
                       JOHNSON WORLDWIDE ASSOCIATES, INC.
                                1326 WILLOW ROAD
                          STURTEVANT, WISCONSIN 53177
 
                                PROXY STATEMENT
 
                         ANNUAL MEETING OF SHAREHOLDERS
                          TO BE HELD JANUARY 24, 1996
 
     This Proxy Statement, which is first being mailed to shareholders on or
about December 22, 1995, is furnished in connection with the solicitation of
proxies by the Board of Directors of Johnson Worldwide Associates, Inc. (the
"Company") to be used at the Annual Meeting of Shareholders of the Company to be
held on Wednesday, January 24, 1996 at 1:15 p.m., local time, at the Racine
Marriott, 7111 Washington Avenue, Racine, Wisconsin, and at any adjournment or
postponement thereof.
 
     Shareholders who execute proxies may revoke them at any time prior to the
voting thereof by written notice addressed to the Secretary at the Company's
address shown above, or by giving notice in open meeting. Unless so revoked, the
shares represented by proxies received by the Board of Directors will be voted
at the Annual Meeting and any adjournment or postponement thereof. Where a
shareholder specifies a choice by means of a ballot provided in the proxy, the
shares will be voted in accordance with such specification.
 
     The record date for shareholders entitled to notice of and to vote at the
Annual Meeting is December 12, 1995. On the record date, the Company had
outstanding and entitled to vote 6,896,959 shares of Class A Common Stock and
1,228,537 shares of Class B Common Stock. Holders of Class A Common Stock are
entitled to one vote per share for directors designated to be elected by holders
of Class A Common Stock and for other matters. Holders of Class B Common Stock
are entitled to one vote per share for directors designated to be elected by
holders of Class B Common Stock and ten votes per share for other matters.
 
                             ELECTION OF DIRECTORS
 
     The Bylaws of the Company provide that the authorized number of directors
is six. Six directors are to be elected at the Annual Meeting to serve until the
next annual meeting of shareholders or until their respective successors have
been duly elected. The Company's Articles of Incorporation provide that holders
of Class A Common Stock have the right to elect 25% of the authorized number of
directors and the holders of Class B Common Stock are entitled to elect the
remaining directors. At the Annual Meeting, holders of Class A Common Stock will
elect two directors and holders of Class B Common Stock will elect four
directors. Donald W. Brinckman and Thomas F. Pyle, Jr. (the "Class A Directors")
are the nominees designated to be voted on by the holders of Class A Common
Stock, and Samuel C. Johnson, John D. Crabb, Helen P. Johnson-Leipold and
Raymond F. Farley (the "Class B Directors") are the nominees designated to be
voted on by the holders of Class B Common Stock.
 
     Proxies received from holders of Class A Common Stock will, unless
otherwise directed, be voted for the election of the nominees designated to be
voted on by the holders of Class A Common Stock and proxies received from
holders of Class B Common Stock will, unless otherwise directed, be voted for
the election of the nominees designated to be voted on by the holders of Class B
Common Stock. Proxies of holders of Class A Common Stock cannot be voted for
more than two persons and proxies of holders of Class B Common Stock cannot be
voted for
 
                                        1
<PAGE>   4
 
more than four persons. Class A Directors are elected by a plurality of the
votes cast by the holders of Class A Common Stock and Class B Directors are
elected by a plurality of the votes cast by the holders of Class B Common Stock,
in each case at a meeting at which a quorum is present. "Plurality" means that
the individuals who receive the largest number of votes cast by holders of the
class of common stock entitled to vote in the election of such directors are
elected as directors up to the maximum number of directors to be chosen at the
meeting by such class. Consequently, any shares not voted on this matter
(whether by abstention, broker non-vote or otherwise) will have no effect on the
election of directors, except to the extent the failure to vote for an
individual results in that individual not receiving a sufficient number of votes
to be elected.
 
     Listed below are the nominees of the Board of Directors for election at the
Annual Meeting. Each of the nominees is presently a director of the Company. If
any of the nominees should be unable or unwilling to serve, the proxies,
pursuant to the authority granted to them by the Board of Directors, will have
discretionary authority to select and vote for substituted nominees. The Board
of Directors has no reason to believe that any of the nominees will be unable or
unwilling to serve.
 
<TABLE>
<CAPTION>
                                                   BUSINESS EXPERIENCE DURING               DIRECTOR
               NAME                  AGE                 LAST FIVE YEARS                     SINCE
- -----------------------------------  ---     ---------------------------------------        --------
<S>                                  <C>     <C>                                            <C>
Samuel C. Johnson..................  67      Chairman of the Board of the Company             1970
                                             since January 1994; Chairman of the
                                             Executive Committee of the Board of
                                             Directors of the Company from October
                                             1992 to January 1994; Chairman of the
                                             Board of the Company prior to October
                                             1992; Chairman and until 1988, Chief
                                             Executive Officer of S.C. Johnson &
                                             Son, Inc. (manufacturer of household
                                             maintenance and industrial products).
                                             Director of Mobil Corporation, H. J.
                                             Heinz Company and Deere & Company.
John D. Crabb......................  52      President and Chief Executive Officer            1992
                                             of the Company since January 1994;
                                             President and Chief Operating Officer
                                             of the Company from October 1992 to
                                             January 1994; Executive Vice
                                             President-Regional Director, Consumer
                                             Products, Europe of S.C. Johnson & Son,
                                             Inc. from 1990 to 1992; Vice
                                             President-Regional Director of
                                             Asia/Pacific of S.C. Johnson & Son,
                                             Inc. from 1984 to 1990.
Raymond F. Farley..................  71      Retired President and Chief Executive            1970
                                             Officer and until 1988, Chief Operating
                                             Officer of S.C. Johnson & Son, Inc.
                                             Director of Hartmarx Corporation,
                                             Kemper Corporation and Snap-on
                                             Incorporated.
</TABLE>
 
                                        2
<PAGE>   5
 
<TABLE>
<CAPTION>
                                                   BUSINESS EXPERIENCE DURING               DIRECTOR
               NAME                  AGE                 LAST FIVE YEARS                     SINCE
- -----------------------------------  ---     ---------------------------------------        --------
<S>                                  <C>     <C>                                            <C>
Thomas F. Pyle, Jr. ...............  54      Chairman, President and Chief Executive          1987
                                             Officer of Rayovac Corporation
                                             (manufacturer of batteries and lighting
                                             products). Director of Kewaunee
                                             Scientific Corporation and Riverside
                                             Paper Corporation.
Donald W. Brinckman................  64      Chairman and Founder and, until January          1988
                                             1995, Chief Executive Officer of
                                             Safety-Kleen Corp. (provider of
                                             services to generators of hazardous
                                             waste fluids; primary service is parts
                                             cleaner service). Director of Pay-Chex,
                                             Inc. and Snap-on Incorporated.
Helen P. Johnson-Leipold...........  38      Executive Vice President -- North                1994
                                             American Businesses of the Company
                                             since October 1995. Vice
                                             President-Consumer Marketing
                                             Services-Worldwide of S.C. Johnson &
                                             Son, Inc. from 1992 until September
                                             1995. Director of Marketing Services of
                                             S.C. Johnson & Son, Inc. from 1988 to
                                             1992. Ms. Johnson-Leipold is the
                                             daughter of Samuel C. Johnson.
</TABLE>
 
COMMITTEES
 
     The Board of Directors has standing Executive, Audit, Compensation and
Stock Committees and does not have a nominating committee.
 
     The Executive Committee assists the Board of Directors in developing and
evaluating general corporate policies and objectives and, subject to certain
limitations, has the power to exercise fully the powers of the Board of
Directors. Present members of the Executive Committee are Messrs. Johnson
(Chairman), Farley and Crabb.
 
     The Audit Committee presently consists of Messrs. Brinckman (Chairman),
Farley and Pyle. The Audit Committee annually recommends to the Board of
Directors independent public accountants to act as auditors for the Company,
reviews with the auditors in advance the scope of the annual audit, reviews with
the auditors and management, from time to time, the Company's accounting
principles, policies and practices and reviews with the auditors annually the
results of their audit.
 
     The Compensation Committee presently consists of Messrs. Farley (Chairman),
Brinckman and Pyle. The Compensation Committee determines the salaries and other
nonequity-based compensation of the executive officers and key employees of the
Company.
 
     The Stock Committee, which consists of Messrs. Pyle (Chairman) and
Brinckman, determines all equity-based compensation for executive officers and
key employees of the Company. The Stock Committee administers the Johnson
Worldwide Associates, Inc. Amended and Restated 1986 Stock Option Plan, the
Johnson Worldwide Associates, Inc. 1987 Employees' Stock Purchase Plan and the
Johnson Worldwide Associates, Inc. 1994 Long-Term Stock Incentive Plan.
 
                                        3
<PAGE>   6
 
MEETINGS AND ATTENDANCE
 
     During the fiscal year ended September 29, 1995, there were five meetings
of the Board of Directors, two meetings of the Audit Committee, three meetings
of the Compensation Committee and no meetings of the Stock Committee (all
actions were taken by unanimous written consent). All directors attended at
least 75% of the meetings of the Board of Directors and at least 75% of the
meetings of the committees on which they serve.
 
COMPENSATION OF DIRECTORS
 
     Retainer and Fees. Each director who is not an employee of the Company
("non-employee director") is entitled to receive an annual retainer of $10,000
and $1,000 for each meeting of the Board of Directors and each committee meeting
attended. Non-employee directors are also entitled to receive an annual retainer
for serving on committees of the Board of Directors as follows: the Chairman of
each committee receives $3,500 and the other members each receive $1,000.
 
     Stock-Based Plans. The Company maintains the Johnson Worldwide Associates,
Inc. 1994 Non-Employee Director Stock Ownership Plan (the "1994 Director Plan"),
which was approved by shareholders on January 27, 1994. The 1994 Director Plan
provides for up to 50,000 shares of Class A Common Stock to be issued to non-
employee directors in the following forms:
 
          Stock Options. Under the 1994 Director Plan, simultaneous with
     shareholder approval, each non-employee director was granted an option
     to purchase 5,000 shares of Class A Common Stock. Thereafter, on the
     date on which a nonemployee director, other than a director who was
     serving on the date of shareholder approval of the 1994 Director Plan,
     is first elected or appointed as a director of the Company during the
     existence of the 1994 Director Plan, such non-employee director will
     automatically be granted an option to purchase 5,000 shares of Class A
     Common Stock. The exercise price for such options will be the fair
     market value of a share of Class A Common Stock on the date of grant.
     Options will have a term of ten years and become fully exercisable one
     year after the date of grant.
 
          Restricted Stock Awards. In addition, each non-employee director
     of the Company will automatically be granted 500 shares of Class A
     Common Stock on the date of the Company's annual meeting of
     shareholders in each year during the existence of the 1994 Director
     Plan. Shares of Class A Common Stock granted to non-employee directors
     will not be eligible to be sold or otherwise transferred while the
     non-employee director remains a director of the Company and thereafter
     the restrictions will lapse. However, a non-employee director may
     transfer the shares to any trust or other estate in which the director
     has a substantial interest or a trust of which the director serves as
     trustee and to his or her spouse and certain other related persons,
     provided the shares will continue to be subject to the transfer
     restrictions described above.
 
     On January 25, 1995, 500 shares of restricted stock were awarded to each of
the non-employee directors of the Company at that time (Messrs. Johnson, Farley,
Pyle and Brinckman and Ms. Johnson-Leipold).
 
                    STOCK OWNERSHIP OF MANAGEMENT AND OTHERS
 
     The following table sets forth certain information at November 15, 1995
regarding the beneficial ownership of each class of the Company's Common Stock
by each director, each person known by the Company to own beneficially more than
5% of either class of the Company's Common Stock, each executive officer named
in the Summary Compensation Table set forth below, and all directors and
executive officers as a group based upon
 
                                        4
<PAGE>   7
 
information furnished by such persons. Except as indicated in the footnotes, the
persons listed have sole voting and investment power over the shares
beneficially owned.
 
<TABLE>
<CAPTION>
                                           CLASS A COMMON STOCK(1)               CLASS B COMMON STOCK(1)
                                      ---------------------------------     ---------------------------------
                                                          PERCENTAGE OF                         PERCENTAGE OF
                                      NUMBER OF               CLASS         NUMBER OF               CLASS
          NAME AND ADDRESS             SHARES              OUTSTANDING       SHARES              OUTSTANDING
- ------------------------------------  ---------           -------------     ---------           -------------
<S>                                   <C>                   <C>             <C>                      <C>
Samuel C. Johnson...................  1,601,236(2)(3)          23.2%        1,054,000(2)(4)          85.8%
  4041 North Main Street
  Racine, Wisconsin 53402
Imogene P. Johnson..................     34,268(4)                *         1,029,000(4)             83.8
  4041 North Main Street
  Racine, Wisconsin 53402
JWA Consolidated, Inc...............    114,464(5)              1.7         1,029,000(4)             83.8
  4041 North Main Street
  Racine, Wisconsin 53402
Johnson Heritage Trust Company......    348,796(6)              5.1           142,616(6)             11.6
  4041 North Main Street
  Racine, Wisconsin 53402
Helen P. Johnson-Leipold............    228,488(5)(7)(8)        3.3         1,048,392(4)(6)(8)       85.3
  4041 North Main Street
  Racine, Wisconsin 53402
Ariel Capital Management, Inc.......  1,305,815(9)          19.1(9)                --                  --
  307 North Michigan Avenue
  Chicago, Illinois 60601
J.P. Morgan & Co. Incorporated......    543,400(10)         7.9(10)                --                  --
  60 Wall Street
  New York, New York 10260
Quest Advisory Corp.................    414,100(11)         6.0(11)                --                  --
  1414 Avenue of the Americas
  New York, New York 10019
Raymond F. Farley...................     43,728(3)                *             8,330                   *
Thomas F. Pyle, Jr..................      9,738(3)                *                --                  --
Donald W. Brinckman.................      9,557(12)               *                --                  --
John D. Crabb.......................     75,833(13)             1.0                --                  --
Philippe Blime......................     43,166(14)               *                --                  --
Robert L. Inslee....................     26,076(15)               *                --                  --
Carl G. Schmidt.....................     11,333(16)               *                --                  --
All directors and executive           
  officers..........................  2,049,155(2)(4)(5)       29.1         1,081,722(2)(4)          88.0         
  as a group (9 persons)                       (6)(8)(17)                            (6)(8)
</TABLE>
 
- ---------------
* The amount shown is less than 1% of the outstanding shares of such class.
 
                                        5
<PAGE>   8
 
 (1) Shares of Class B Common Stock ("Class B Shares") are convertible on a
     share-for-share basis into shares of Class A Common Stock ("Class A
     Shares") at any time at the discretion of the holder thereof. As a result,
     a holder of Class B Shares is deemed to beneficially own an equal number of
     Class A Shares. However, in order to avoid overstatement of the aggregate
     beneficial ownership of Class A Shares and Class B Shares, the Class A
     Shares reported in the table do not include Class A Shares which may be
     acquired upon the conversion of Class B Shares.
 
 (2) Shares reported by Mr. Johnson include 98,000 Class A Shares and 1,029,000
     Class B Shares over which Mr. Johnson may be deemed to share voting power
     and investment power. The 98,000 Class A Shares are held of record by a
     corporation controlled by Mr. Johnson through various trusts. The 1,029,000
     Class B Shares are held of record by the Johnson Worldwide Associates, Inc.
     Class B Common Stock Voting Trust ("Voting Trust") of which certain trusts
     of which Mr. Johnson serves as sole trustee are Voting Trust unit holders.
     Mr. Johnson owns 1,244,206 Class A Shares and 95,516 Class B Shares as sole
     trustee of a trust for his benefit and reports beneficial ownership of the
     remaining Class A Shares and Class B Shares indirectly as the sole trustee
     of a trust for the benefit of Mr. Johnson, members of his family or related
     entities (the "Johnson Family"), as the sole trustee of a shareholder of
     certain corporations, or pursuant to options to acquire Class A Shares. Not
     included in the number of Class A Shares or Class B Shares beneficially
     owned by Mr. Johnson are Class A Shares or Class B Shares held by Mr.
     Johnson's wife, Imogene P. Johnson, by family partnerships of which Mr.
     Johnson is not a general partner, or does not directly or indirectly
     control, a general partner, by corporations in which all of the common
     stock is beneficially owned by Mr. Johnson's adult children or by Johnson
     Heritage Trust Company, Inc. ("JHT"), except as otherwise noted.
 
 (3) Includes options to acquire 7,738 Class A Shares, which options are
     exercisable within 60 days.
 
 (4) Shares reported by Mrs. Johnson include 1,029,000 Class B Shares directly
     held by the Voting Trust and over which Mrs. Johnson has shared voting
     power and shared investment power as sole trustee of the Voting Trust, and
     all of which are also reported as beneficially owned by Mr. Johnson, Ms.
     Johnson-Leipold and JWA Consolidated, Inc. as Voting Trust unit holders.
     Mrs. Johnson reports the remaining shares as personally owned.
 
 (5) The 114,464 Class A Shares are also reported as beneficially owned by Ms.
     Johnson-Leipold as sole trustee of the Samuel C. Johnson Family Trust,
     which controls JWA Consolidated, Inc.
 
 (6) Includes 299,280 Class A Shares and 75,992 Class B Shares over which JHT
     has shared voting power and shared investment power. JHT reports beneficial
     ownership of the Class A Shares and Class B Shares reflected in the table
     as sole trustee of various trusts principally for the benefit of members of
     the Johnson Family. Mr. Johnson is directly or indirectly the controlling
     shareholder of JHT.
 
 (7) Includes options to acquire 5,000 Class A Shares, which options are
     exercisable within 60 days.
 
 (8) Includes 109,024 Class A Shares and 19,392 Class B Shares over which Ms.
     Johnson-Leipold has shared voting power and shared investment power, all of
     which are reported as beneficially owned by JHT. Ms. Johnson-Leipold
     beneficially owns such Class A Shares and Class B Shares indirectly as the
     settlor and beneficiary of a trust and through such trust as a general
     partner of certain limited partnerships controlled by the Johnson Family
     and as a controlling shareholder, with trusts for the benefit of Mr.
     Johnson and his adult children, of certain corporations.
 
 (9) The information is based on a report on Schedule 13G, dated February 8,
     1995, filed by Ariel Capital Management, Inc. ("Ariel") with the Securities
     and Exchange Commission. Ariel reported sole voting power with respect to
     904,640 of the shares, shared voting power with respect to 82,650 of the
     shares and sole dispositive power with respect to all of the shares.
 
                                        6
<PAGE>   9
 
(10) The information is based on a report on Schedule 13G, dated December 30,
     1994, filed by J.P. Morgan & Co. Incorporated ("J.P. Morgan") with the
     Securities and Exchange Commission. J.P. Morgan reported sole voting power
     with respect to 353,721 of the shares and sole dispositive power with
     respect to all of the shares.
 
(11) The information is based on a report on Schedule 13G, dated February 10,
     1995, filed by Quest Advisory Corp. ("Quest"), Quest Management Company, a
     general partnership ("QMC") and Charles M. Royce with the Securities and
     Exchange Commission. Mr. Royce may be deemed to be a controlling person of
     Quest and QMC and as such may be deemed to beneficially own their shares.
     Quest reported sole voting and sole dispositive power with respect to all
     of the reported shares and QMC reported sole voting and sole dispositive
     power with respect to 14,200 shares (which are not included in the reported
     shares).
 
(12) Includes options to acquire 7,057 Class A Shares, which options are
     exercisable within 60 days.
 
(13) Includes options to acquire 50,833 Class A Shares, which options are
     exercisable within 60 days.
 
(14) Includes options to acquire 43,166 Class A Shares, which options are
     exercisable within 60 days.
 
(15) Includes options to acquire 20,325 Class A Shares, which options are
     exercisable within 60 days.
 
(16) Includes options to acquire 8,333 Class A Shares, which options are
     exercisable within 60 days.
 
(17) Includes options to acquire 157,928 Class A Shares for all officers and
     directors as a group, which options are exercisable within 60 days.
 
     At November 15, 1995, the Johnson Family beneficially owned 2,145,138 Class
A Shares, or approximately 31.0% of the outstanding Class A Shares, and
1,160,036 Class B Shares, or approximately 94.4% of the outstanding Class B
Shares.
 
                             EXECUTIVE COMPENSATION
 
COMPENSATION COMMITTEE REPORT ON EXECUTIVE COMPENSATION
 
     The Compensation Committee of the Board of Directors is responsible for all
nonequity-based compensation and benefits provided to the Company's Chief
Executive Officer and the four other most highly compensated executive officers.
All equity-based compensation decisions are made by the Stock Committee of the
Board of Directors, which is comprised of two members of the Compensation
Committee. Set forth below are tables and a report explaining the rationale
underlying fundamental executive compensation decisions affecting the Company's
executive officers, including the executive officers named in the Summary
Compensation Table (the "Named Executive Officers").
 
OVERALL COMPENSATION PHILOSOPHY
 
     The Company's compensation program is based on important beliefs and
guiding principles designed to align compensation with Company performance,
business strategy, Company values and management initiatives. The Company's
overall compensation objectives are:
 
     -  to motivate and reward achievement of both near-term and long-term
        business goals;
 
     -  to attract and retain key individuals critical to the success of the
        Company;
 
     -  to align management interests with those of shareholders through
        the use of equity-based compensation plans, delivering appropriate
        ownership in the Company;
 
                                        7
<PAGE>   10
 
     -  to reinforce a strong performance-oriented environment through
        leveraged variable incentive bonuses based on business results; and
 
     -  to provide total compensation opportunities which are fully
        competitive with other recreation and sporting goods companies.
 
     The Company has developed an overall compensation strategy and specific
compensation plans that tie a significant portion of executive compensation to
the Company's success in meeting specified financial goals and the executive's
success in meeting specific performance goals. As an executive's level of
responsibility increases, a greater portion of total compensation is based on
performance-based incentive compensation and less on salary and employee
benefits, creating the potential for greater variability in the individual's
compensation level from year to year. The mix, level and structure of
performance-based incentive elements reflect market industry practices as well
as the executive's role and relative impact on business results.
 
     The Compensation Committee continually monitors the operation of the
Company's executive compensation program and periodically conducts a full review
of the Company's executive compensation program. In fiscal 1995, the review
included a comprehensive report from independent compensation consultants
assessing the effectiveness of the Company's compensation program by comparing
the Company's executive compensation, corporate performance and total return to
shareholders to a group of public corporations in the recreation and sporting
goods industry and certain leading manufacturing companies located in Wisconsin
(the "Comparator Group"). The Comparator Group used for compensation analysis
included, but was not limited to, companies in the peer group established to
compare shareholder returns. The Compensation Committee reviewed the selection
of companies used for this analysis and believes that these companies represent
the Company's most direct competitors for executive talent in the industry and
in Wisconsin.
 
     The Compensation Committee determines the compensation of the Chief
Executive Officer and sets policies for, reviews and approves the
recommendations of management (subject to such adjustments as may be deemed
appropriate by the Committee) with respect to the compensation awarded to other
corporate and subsidiary officers and other key employees (including the other
Named Executive Officers).
 
     The key elements of the Company's executive compensation program consist of
base salary, annual discretionary bonus and long-term stock incentives. The
senior executive compensation packages are increasingly weighted toward programs
contingent upon the Company's performance, as well as the executive's role and
relative impact on business results. As a result, actual compensation levels of
senior executives in any particular year may vary within the range of
compensation levels of the competitive marketplace based on the Company's actual
performance relative to its business plan and its prior year's financial
results. Although the Compensation Committee believes strongly in offering
compensation opportunities competitive with those of comparable members in the
Company's industry, the most important considerations in setting annual
compensation are Company performance and individual contributions. A general
description of the elements of the Company's compensation package, including the
basis for the compensation awarded to the Company's Chief Executive Officer for
the 1995 fiscal year, are described below.
 
BASE SALARY
 
     Base salaries are initially determined by evaluating the responsibilities
of the position, the experience of the individual and the salaries for
comparable positions in the competitive marketplace. Base salary levels for the
Company's executive officers are generally positioned to be competitive with
comparable positions in the Comparator Group. The Compensation Committee
annually reviews each executive officer's base salary. In determining annual
salary adjustments for executive officers, the Committee considers various
factors including
 
                                        8
<PAGE>   11
 
the individual's performance and contribution, the average percentage pay
increases provided by the marketplace for similar positions and the Company's
performance. In the case of executive officers with responsibility for a
particular business unit, such unit's financial results are also considered. The
Compensation Committee, where appropriate, also considers nonfinancial
performance measures such as improvements in product quality, manufacturing
efficiency gains and the enhancement of relations with Company customers and
employees. The Compensation Committee exercises discretion in setting base
salaries within the guidelines discussed above.
 
     With respect to the base salary paid to Mr. Crabb in 1995, the Compensation
Committee increased his base salary by 3.1% from $320,000 to $330,000 effective
in January 1995 to reflect the Compensation Committee's assessment of the
factors listed above.
 
ANNUAL DISCRETIONARY BONUS PROGRAM
 
     The Company's executive officers are eligible for annual cash bonus awards.
Target bonuses (ranging from 20% to 70% of an executive's base salary depending
on his or her position) and performance goals are established by the
Compensation Committee for each executive officer at the beginning of each
fiscal year to provide the basis for these annual bonus awards. Award
opportunities are generally competitive with industry practices contingent upon
achieving specific objectives. The primary factors considered in determining an
award are the executive's performance and the Company's performance in meeting
predetermined near-term and long-term operating and personnel objectives.
Specifically, the Compensation Committee considers overall Company performance
based on financial measures such as sales growth and net income growth, as well
as operational measures including improvements in product quality and new
product development. As an executive's level of responsibility increases, a
greater portion of his bonus opportunity is based on financial performance
measures and less on operational performance measures. Eligible executives are
assigned minimum, target and maximum bonus levels. The Compensation Committee
reviews the attainment of financial and performance goals and awards bonuses in
its discretion. If a minimum corporate net income threshold, which is
established by the Compensation Committee, is not met, generally no bonuses will
be paid. However, bonuses are discretionary and may be paid for exemplary
individual performance.
 
     In 1995, the Company accomplished a number of significant objectives to
enhance its future potential, including the acquisition and integration of
several businesses and the development of the 1996 new product program. In
addition, the Company experienced successful sales growth in all geographic
areas and achieved acceptable operating results for its overall European
operations. However, overall 1995 Company operating results did not meet the
threshold levels established by the Compensation Committee in order for Mr.
Crabb to qualify for a bonus.
 
LONG-TERM STOCK INCENTIVES
 
     Long-term stock incentives are designed to encourage and create significant
ownership of Company stock by key executives, thereby promoting a close identity
of interests between the Company's management and its shareholders. Another
objective of long-term stock incentives is to encourage and reward executives
for long-term strategic management and the enhancement of shareholder value. The
Company's equity-based award practices are designed to be competitive with those
offered by other recreation and sporting goods companies and other leading
manufacturing companies in Wisconsin. To this end, the Stock Committee considers
recommendations from the Company's independent compensation consultants in
determining the level of equity-based awards. The
 
                                        9
<PAGE>   12
 
Company currently grants two forms of long-term stock incentives: stock options
and, on a more selective basis, restricted stock.
 
     Stock Options. Under the Company's 1986 Stock Option Plan and the 1994
Long-Term Stock Incentive Plan, nonqualified stock options have been the primary
form of long-term incentive compensation. Options typically are granted
annually, with the size of grants varying based on several factors, including
the executive's level of responsibility and past contributions to the Company as
well as the practices of peer companies. Consideration is also given to a
person's potential for future responsibility and promotion. The number of shares
covered by grants generally reflects competitive industry practices. Stock
options are granted with an exercise price equal to the market price of the
Common Stock on the date of grant. Stock options granted in 1995 vest ratably
over a three year period. Vesting schedules are designed to encourage the
creation of shareholder value over the long-term since the full benefit of the
compensation package cannot be realized unless stock price appreciation occurs
over a number of years.
 
     Stock option grants in fiscal 1995 reflect the considerations discussed
above. In 1995, Mr. Crabb received options to purchase 25,000 shares at an
exercise price of $18.625 per share.
 
     Restricted Stock. The Company has a Restricted Stock Plan, which was
adopted in 1986. The 1994 Long-Term Stock Incentive Plan also allows for the
issuance of restricted stock. Under these plans, grants are made on a highly
selective basis to executive officers. From time to time, current executives may
receive grants of restricted stock to recognize corporate successes and
individual contributions. The Stock Committee decides appropriate award amounts
based on the circumstances of the situation (for example, in the case of a new
hire, the level of the position to be filled and the qualifications of the
executive sought to fill that role).
 
COMPLIANCE WITH INTERNAL REVENUE CODE SECTION 162(M)
 
     It is anticipated that all 1995 compensation to executives will be fully
deductible under Section 162(m) of the Internal Revenue Code and therefore the
Compensation Committee determined that a policy with respect to qualifying
compensation paid to executive officers for deductibility is not necessary.
 
COMPENSATION COMMITTEE
 
     Raymond F. Farley (Chairman)
     Donald W. Brinckman
     Thomas F. Pyle, Jr.
 
COMPENSATION COMMITTEE INTERLOCKS AND INSIDER PARTICIPATION
 
     The current members of the Compensation Committee are identified above. Ms.
Helen P. Johnson-Leipold, a member of the Compensation Committee until her
employment by the Company in October 1995, was indirectly a party to certain
transactions between the Company and S.C. Johnson & Son, Inc., a corporation
controlled by Samuel C. Johnson, Ms. Johnson-Leipold's father, and the Johnson
Family during fiscal 1995. The Company purchases certain services from S.C.
Johnson & Son, Inc., including consulting services and administrative services.
The total amount accrued by the Company for the foregoing services during the
fiscal year ended September 29, 1995 was approximately $523,000. The Company
believes that the amounts paid to S.C. Johnson & Son, Inc. for the
aforementioned services are no greater than the fair market value of such
services.
 
                                       10
<PAGE>   13
 
SUMMARY COMPENSATION INFORMATION
 
     The following table sets forth certain information concerning compensation
paid for the last three fiscal years to the Chief Executive Officer and each of
its four other most highly compensated executive officers.
 
                           SUMMARY COMPENSATION TABLE
 
<TABLE>
<CAPTION>
                                                                                        LONG-TERM
                                                                                       COMPENSATION
                                                                                --------------------------
                                          ANNUAL COMPENSATION                                   SECURITIES
                            ------------------------------------------------     RESTRICTED     UNDERLYING
   NAME AND PRINCIPAL                                         OTHER ANNUAL         STOCK          STOCK            ALL OTHER
        POSITION            YEAR    SALARY($)    BONUS($)    COMPENSATION($)    AWARDS($)(5)    OPTIONS(#)    COMPENSATION($)(6)
- -------------------------   ----    ---------    --------    ---------------    ------------    ----------    -------------------
<S>                         <C>     <C>          <C>             <C>              <C>             <C>               <C>
John D. Crabb............   1995    $ 327,500    $     --        $    --          $     --        25,000            $16,620
President and Chief         1994      310,000          --             --                --        25,000             20,760
  Executive Officer(1)      1993      280,000     155,000             --           398,750        40,000             21,006
Philippe Blime...........   1995      178,110      25,000             --                --        15,000                 --
Vice President, President   1994      158,220      34,000             --                --        20,000                 --
of JWA Europe(2)            1993      104,190          --             --                --        63,000                 --
Carl G. Schmidt..........   1995      167,917          --             --            66,750        15,000             15,838
Senior Vice President and   1994       29,744          --         25,000                --        10,000                 --
  Chief Financial           1993           --          --             --                --            --                 --
Officer, Secretary and
Treasurer(3)
Robert L. Inslee.........   1995      123,750          --             --                --         3,000             13,613
Vice President, Human       1994      118,000          --             --                --         5,000             12,980
  Resources                 1993      110,500      36,000             --                --         3,500             11,890
Helen P.                    1995           --          --             --                (7)           --)                (7)
  Johnson-Leipold........   1994           --          --             --                (7)           (7                 (7)
Executive Vice President    1993           --          --             --                --            --                 --
- -- North American
Businesses(4)
</TABLE>
 
FOOTNOTES TO SUMMARY COMPENSATION TABLE
 
(1) Mr. Crabb has been President and Chief Executive Officer since January 1994.
    Prior to that, he served as President and Chief Operating Officer.
 
(2) Mr. Blime has been Vice President of the Company and President of JWA Europe
    since July 1993. Prior to that, he served as President and Director General
    -- Mitchell Sports, S.A., a subsidiary of the Company. Mr. Blime is paid in
    French francs.
 
(3) Mr. Schmidt has been Senior Vice President and Chief Financial Officer,
    Secretary and Treasurer since May 1995. From July 1994 to May 1995 he served
    as Vice President, Chief Financial Officer, Secretary and Treasurer.
 
(4) Ms. Johnson-Leipold joined the Company as an officer in October 1995.
 
(5) The amounts in the table reflect the market value on the date of grant (net
    of any consideration paid by the named executive officer) of restricted
    shares of Class A Common Stock awarded under the Restricted Stock Plan. The
    number of restricted (unvested) shares held by the named executive officers
    and the market value of such shares (net of any consideration paid by the
    named executive officers) as of September 29, 1995 were as follows: Mr.
    Crabb 10,000 shares ($239,500) and Mr. Schmidt 3,000 shares ($71,850). Mr.
    Crabb received an award of 10,000 shares of restricted stock on each of
    October 1, 1992 and October 1, 1993 and Mr. Schmidt received an award of
    3,000 shares of restricted stock on May 1, 1995. One-third of the shares
 
                                       11
<PAGE>   14
 
awarded to Messrs. Crabb and Schmidt vest on each successive anniversary of the
date of award. Holders of restricted shares are entitled to receive dividends,
if any, on such shares.
 
(6) The amounts shown in this column consist of the following:
 
    a) Amounts to be credited for retirement contributions during the fiscal
       year ended September 29, 1995 are $12,000 for Messrs. Crabb and Schmidt
       and $9,900 for Mr. Inslee.
 
    b) Company matching contributions to the executives' 401(k) plan accounts
       during the fiscal year ended September 29, 1995 are $4,620 for Mr. Crabb,
       $3,838 for Mr. Schmidt and $3,713 for Mr. Inslee.
 
(7) Does not include restricted stock awards, stock option grants or amounts
    paid for services as a Director of the Company during 1995 and 1994.
 
STOCK-BASED COMPENSATION
 
     The following table provides details regarding stock options granted to the
Named Executive Officers in fiscal 1995 under the Johnson Worldwide Associates,
Inc. Amended and Restated 1986 Stock Option Plan or the Johnson Worldwide
Associates, Inc. 1994 Long-Term Stock Incentive Plan. In addition, this table
shows hypothetical gains that would exist for the respective options granted to
the Named Executive Officers. These gains are based on assumed rates of annual
compound stock price appreciation of 5% and 10% from the date the options were
granted over the full option term.
 
                          OPTION GRANTS IN FISCAL 1995
 
<TABLE>
<CAPTION>
                                                                                               POTENTIAL REALIZABLE
                                                                                                      VALUES
                                                                                                AT ASSUMED ANNUAL
                                                                                                     RATES OF
                               NUMBER OF                                                           STOCK PRICE
                              SECURITIES        % OF TOTAL                                         APPRECIATION
                              UNDERLYING      OPTIONS GRANTED    EXERCISE OR                     FOR OPTION TERM
                                OPTIONS       TO EMPLOYEES IN    BASE PRICE     EXPIRATION    ----------------------
NAME                         GRANTED(#)(1)      FISCAL YEAR       ($/SHARE)        DATE          5%           10%
- --------------------------   -------------    ---------------    -----------    ----------    --------      --------
<S>                          <C>              <C>                <C>            <C>           <C>           <C>
John D. Crabb.............       25,000             21.0%          $18.625        12/23/04    $292,829      $742,086
Philippe Blime............       15,000             12.6            18.625        12/23/04     175,697       445,252
Carl G. Schmidt...........       15,000             12.6            18.625        12/23/04     175,697       445,252
Robert L. Inslee..........        3,000              2.5            18.625        12/23/04      35,139        89,050
Helen P.
  Johnson-Leipold.........           --               --                --              --          --            --
</TABLE>
 
- ---------------
(1) One-third of the option vests and becomes exercisable each successive year
    after grant, commencing December 13, 1995.
 
                                       12
<PAGE>   15
 
     The following table shows stock option exercises by the Named Executive
Officers during fiscal 1995. In addition, this table includes the number of
shares remaining covered by both "exercisable" (i.e., vested) and
"unexercisable" (i.e., unvested) stock options as of September 29, 1995. Also
reported are the values for "in-the-money" options which represent the positive
spread between the exercise price of any such existing stock options and the
September 29, 1995 closing price of the Class A Common Stock of $24.00.
 
                 AGGREGATE OPTION EXERCISES IN FISCAL 1995 AND
                       FISCAL 1995 YEAR-END OPTION VALUES
 
<TABLE>
<CAPTION>
                                                               NUMBER OF SECURITIES               VALUE OF UNEXERCISED
                                                              UNDERLYING UNEXERCISED                  IN-THE-MONEY
                                                                OPTIONS AT 9/29/95                 OPTIONS AT 9/29/95
                         SHARES ACQUIRED       VALUE       ----------------------------    ----------------------------------
NAME                     ON EXERCISE(#)     REALIZED($)    EXERCISABLE    UNEXERCISABLE    EXERCISABLE($)    UNEXERCISABLE($)
- ----------------------   ---------------    -----------    -----------    -------------    --------------    ----------------
<S>                      <C>                <C>            <C>            <C>              <C>               <C>
John D. Crabb.........          --              $--           26,250          63,750          $117,499           $264,374
Philippe Blime........          --               --           36,500          61,500           131,188            214,313
Carl G. Schmidt.......          --               --            3,333          21,667               833             82,292
Robert L. Inslee......          --               --           15,950           9,750            85,500             37,063
Helen P. Johnson-
  Leipold.............          --               --            5,000              --                --                 --
</TABLE>
 
                                       13
<PAGE>   16
 
TOTAL SHAREHOLDER RETURN
 
     The graph below compares on a cumulative basis the yearly percentage change
since September 28, 1990 in (a) the total return to shareholders on the Class A
Common Stock with (b) the total return on the Nasdaq Stock Market-U.S. Index and
(c) the total return on a self-constructed peer group index. The peer group
consists of the Company, Anthony Industries, Inc., Brunswick Corporation, The
Coleman Company, Inc., Huffy Corporation and Outboard Marine Corporation. The
graph assumes $100 was invested on September 28, 1990 in Class A Common Stock,
the Nasdaq Stock Market-U.S. Index and the peer group index.
 
<TABLE>
<CAPTION>
                                    Johnson
      Measurement Period           Worldwide                     NASDAQ Stock
    (Fiscal Year Covered)         Associates      Peer Group      Market-U.S.
<S>                              <C>             <C>             <C>
09/28/90                                100.00          100.00          100.00
09/27/91                                112.90          160.70          156.60
10/2/92                                  87.60          169.10          172.80
10/1/93                                 101.20          206.90          230.90
09/30/94                                124.70          264.70          232.90
09/29/95                                112.90          269.80          320.70
</TABLE>
 
                                       14
<PAGE>   17
 
SUPPLEMENTAL RETIREMENT AGREEMENTS
 
     The Company has supplemental retirement arrangements with certain executive
officers of the Company who were formerly employed by S.C. Johnson & Son, Inc.
Under these agreements, upon an employee's termination of employment with the
Company (other than termination for cause) the Company will pay to such employee
an annuity representing the difference between (1) the benefit that such
employee would have received under the S.C. Johnson & Son, Inc. pension plan
plus the benefit which could be purchased with the S.C. Johnson & Son, Inc.
deferred profit sharing benefits that the employee would have earned had he or
she remained at S.C. Johnson & Son, Inc. rather than transferring to the
Company; and (2) the sum of the benefit that the employee actually is entitled
to receive under the S.C. Johnson & Son, Inc. pension plan and the annuity
benefit which could be purchased with the deferred profit sharing benefits
payable under the Johnson Worldwide Associates Retirement and Savings Plan. For
purposes of clause (1) above, the benefits under the S.C. Johnson & Son, Inc.
pension and deferred profit sharing plans are calculated on the assumption that
the employee would have earned his or her Company salary and that the employee
would terminate employment with S.C. Johnson & Son, Inc. on the date his or her
employment with the Company terminates. A supplemental retirement agreement has
been entered into with Mr. Crabb. For the fiscal year ended September 29, 1995,
the amount accrued by the Company for the benefit of Mr. Crabb was $75,681.
 
                              CERTAIN TRANSACTIONS
 
     The Company purchases certain services from S.C. Johnson & Son, Inc., a
corporation controlled by Samuel C. Johnson, a director of the Company, and the
Johnson Family, including consulting services and administrative services. The
Company believes that the amounts paid to S.C. Johnson & Son, Inc. are no
greater than the fair market value of the services. The total amount accrued by
the Company for the foregoing services during the fiscal year ended September
29, 1995 was approximately $523,000.
 
     Under the terms of the acquisition agreement pursuant to which the Company
acquired Mitchell Sports, S.A. in 1989, Philippe Blime, as a former equity
holder of Mitchell, is entitled in 1995 to an additional purchase price payment
based on Mitchell's 1994 operating results. The amount of such payment to Mr.
Blime will total $319,000. Mr. Blime is currently a Vice President of the
Company and President of JWA Europe.
 
                              INDEPENDENT AUDITORS
 
     KPMG Peat Marwick LLP ("KPMG") served as the independent auditors for the
purpose of auditing the consolidated financial statements of the Company for the
fiscal year ended September 29, 1995. Representatives of KPMG will be present at
the Annual Meeting and will have an opportunity to make a statement if they so
desire and to respond to appropriate questions. The Board of Directors will not
choose independent public accountants for the purpose of auditing the
consolidated financial statements of the Company for the fiscal year ending
September 27, 1996 until after the 1996 Annual Meeting of Shareholders.
 
                             SHAREHOLDER PROPOSALS
 
     All shareholder proposals for presentation at the 1997 Annual Meeting of
Shareholders must be received at the offices of the Company, 1326 Willow Road,
Sturtevant, Wisconsin 53177 by August 25, 1996 for inclusion in the proxy
statement and form of proxy relating to the meeting.
 
                                       15
<PAGE>   18
 
                                 OTHER MATTERS
 
     Section 16(a) of the Securities Exchange Act of 1934 requires the Company's
executive officers, directors, and more than 10% shareholders to file with the
Securities and Exchange Commission reports on prescribed forms of their
ownership and changes in ownership of Company stock and furnish copies of such
forms to the Company. Based solely on a review of the copies of such forms
furnished to the Company, or written representations that no Form 5 was required
to be filed, the Company believes that during the fiscal year ended September
29, 1995, all reports required by Section 16(a) to be filed by the Company's
officers, directors and more than 10% shareholders were filed on a timely basis.
 
     THE COMPANY HAS FILED AN ANNUAL REPORT ON FORM 10-K WITH THE SECURITIES AND
EXCHANGE COMMISSION FOR ITS FISCAL YEAR ENDED SEPTEMBER 29, 1995. THE COMPANY
WILL PROVIDE A COPY OF THIS FORM 10-K WITHOUT CHARGE TO EACH PERSON WHO IS A
RECORD OR BENEFICIAL HOLDER OF SHARES OF CLASS A COMMON STOCK OR CLASS B COMMON
STOCK ON THE RECORD DATE FOR THE ANNUAL MEETING AND WHO SUBMITS A WRITTEN
REQUEST. REQUESTS FOR COPIES OF THE FORM 10-K SHOULD BE ADDRESSED TO THE
SECRETARY, JOHNSON WORLDWIDE ASSOCIATES, INC., 1326 WILLOW ROAD, STURTEVANT,
WISCONSIN 53177.
 
     The cost of soliciting proxies will be borne by the Company. The Company
expects to solicit proxies primarily by mail. Proxies may also be solicited in
person or by telephone by certain officers and employees of the Company. It is
not anticipated that anyone will be specially engaged to solicit proxies or that
special compensation will be paid for that purpose. The Company will reimburse
brokers and other nominees for their reasonable expenses in communicating with
the persons for whom they hold stock of the Company.
 
     Management knows of no matters other than those stated which are likely to
be brought before the Annual Meeting. However, in the event that any other
matters shall properly come before the meeting, it is the intention of the
persons named in the proxy forms to vote the shares represented by each such
proxy in accordance with their judgment on such matters.


                                          By Order of the Board of Directors
 
                                          CARL G. SCHMIDT
                                          Secretary
 
                                       16
<PAGE>   19


CLASS A COMMON STOCK                PROXY
                      JOHNSON WORLDWIDE ASSOCIATES, INC.
          ANNUAL MEETING OF SHAREHOLDERS TO BE HELD JANUARY 24, 1996

The undersigned constitutes and appoints JOHN D. CRABB and CARL G. SCHMIDT, and
each of them, each with full power to act without the other, and each with full
power of substitution, the true and lawful proxies of the undersigned, to
represent and vote, as designated below, all shares of Class A Common Stock of
Johnson Worldwide Associates, Inc. which the undersigned is entitled to vote at
the Annual Meeting of Shareholders of such corporation to be held at the Racine
Marriott, 7111 Washington Avenue, Racine, Wisconsin, on Wednesday, January 24,
1996, 1:15 p.m. local time, and at any adjournment thereof:

1. Election of Directors  / / FOR all nominees listed   / / WITHHOLD authority
   By Holders of Class        below (except as marked       to vote for all
   A Common Stock             to the contrary below).       nominees listed
                                                            below.

                   Donald W. Brinckman, Thomas F. Pyle, Jr.


(INSTRUCTION:  To withhold authority to vote for any individual nominee, write
that nominee's name in the space provided below.)

        _______________________________________________________________

2. In their discretion, the proxies are authorized to vote upon such other
business as may properly come before the Meeting.

THE BOARD OF DIRECTORS RECOMMENDS A VOTE FOR ITEM 1.

                         (continued on reverse side)

THIS PROXY WHEN PROPERLY EXECUTED WILL BE VOTED IN THE MANNER DIRECTED HEREIN
BY THE UNDERSIGNED SHAREHOLDER.  IF NO DIRECTION IS MADE, THIS PROXY WILL BE
VOTED FOR THE ELECTION OF THE NOMINEES SPECIFIED IN ITEM 1.

The undersigned acknowledges receipt of the Notice of said Annual Meeting and
the accompanying Proxy Statement and Annual Report.

                                      Date:__________________________,19______

                                      Signed:_________________________________ 

                                             _________________________________
                                             (Please Print Name)

                                      Note:  Please sign exactly as your name
                                      appears on your stock certificate.
                                      Joint owners should each sign personally. 
                                      A corporation should sign full corporate
                                      name by duly authorized officers and
                                      affix corporate seal, if any.  When
                                      signing as attorney, executor,
                                      administrator, trustee or guardian, give
                                      full title as such.

        THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS OF
                      JOHNSON WORLDWIDE ASSOCIATES, INC.

<PAGE>   20
CLASS B COMMON STOCK                     PROXY
                      JOHNSON WORLDWIDE ASSOCIATES, INC.
          ANNUAL MEETING OF SHAREHOLDERS TO BE HELD JANUARY 24, 1996


The undersigned constitutes and appoints JOHN D. CRABB and CARL G. SCHMIDT, and
each of them, each with full power to act without the other, and each with full
power of substitution, the true and lawful proxies of the undersigned, to
represent and vote, as designated below, all shares of Class B Common Stock of
Johnson Worldwide Associates, Inc. which the undersigned is entitled to vote at
the Annual Meeting of Shareholders of such corporation to be held at the Racine
Marriott, 7111 Washington Avenue, Racine, Wisconsin, on Wednesday, January 24,
1996, 1:15 p.m. local time, and at any adjournment thereof.

1. Election of Directors    / / FOR all nominees listed   / / WITHHOLD authority
   By Holders of Class B        below (except as marked       to vote for all
   Common Stock                 to the contrary below).       nominees listed
                                                              below.

Samuel C. Johnson, John D. Crabb, Helen P. Johnson-Leipold and Raymond F. Farley

(INSTRUCTION: To withhold authority to vote for any individual nominee, write
that nominee's name in the space provided below.)

         _______________________________________________________________

2. In their discretion, the proxies are authorized to vote upon such other 
   business as may properly come before the Meeting.

THE BOARD OF DIRECTORS RECOMMENDS A VOTE FOR ITEM 1.


                          (continued on reverse side)



THIS PROXY WHEN PROPERLY EXECUTED WILL BE VOTED IN THE MANNER DIRECTED HEREIN BY
THE UNDERSIGNED SHAREHOLDER.  IF NO DIRECTION IS MADE, THIS PROXY WILL BE VOTED
FOR THE ELECTION OF THE NOMINEES SPECIFIED IN ITEM 1.

The undersigned acknowledges receipt of the Notice of said Annual Meeting and 
the accompanying Proxy Statement and Annual Report.

                                       Date: ____________________________, 19___

                                       Signed: _________________________________

                                               _________________________________
                                               (Please Print Name)

                                       Note:  Please sign exactly as your name
                                       appears on your stock certificate.  Joint
                                       owners should each sign personally.  A
                                       corporation should sign full corporate
                                       name by duly authorized officers and
                                       affix corporate seal, if any.  When
                                       signing as attorney, executor,
                                       administrator, trustee or guardian, give
                                       full title as such.


        THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS OF
                      JOHNSON WORLDWIDE ASSOCIATES, INC.


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