JOHNSON WORLDWIDE ASSOCIATES INC
PRE 14A, 1999-12-23
SPORTING & ATHLETIC GOODS, NEC
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                            SCHEDULE 14A INFORMATION
Proxy Statement Pursuant to Section 14(a) of the Securities Exchange Act of 1934
                              (Amendment No. ____)

Filed by the Registrant [X]
Filed by a Party other than the Registrant [  ]

Check the appropriate box:

[X]  Preliminary Proxy Statement
[ ]  Confidential,  for  Use  of the  Commission  Only  (as  permitted  by  Rule
     14a-6(e)(2))
[ ] Definitive Proxy Statement
[ ] Definitive  Additional Materials
[ ] Soliciting Material Pursuant to Section 240.14a-11(c) or Section 240.14a-12

                       Johnson Worldwide Associates, Inc.
                (Name of Registrant as Specified in its Charter)

                          -----------------------------
     (Name of Person(s) Filing Proxy Statement if other than the Registrant)

Payment of Filing Fee (Check the appropriate box):

[X] No fee required.

[ ] 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 transaction 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>
                                [GRAPHIC OMITTED]


                       JOHNSON WORLDWIDE ASSOCIATES, INC.
                                1326 WILLOW ROAD
                           STURTEVANT, WISCONSIN 53177

                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                          TO BE HELD FEBRUARY 17, 2000


To the Shareholders of

         JOHNSON WORLDWIDE ASSOCIATES, INC.

The Annual Meeting of Shareholders of Johnson Worldwide Associates, Inc. will be
held on Thursday,  February 17, 2000 at 10:00 a.m., local time, at the Company's
Headquarters,  located  at 1326  Willow  Road,  Sturtevant,  Wisconsin,  for the
following purposes:

     1.   To elect 6 directors to serve for the ensuing year.

     2.   To  consider  and  act  upon a  proposed  amendment  to the  Company's
          Articles  of  Incorporation  to change  the name of the  Company  from
          Johnson Worldwide Associates, Inc. to Johnson Outdoors Inc.

     3.   To  consider  and act  upon a  proposal  to the  approve  the  Johnson
          Outdoors Inc. 2000 Long-Term Stock Incentive Plan.

     4.   To consider and act upon a proposed amendment to the Johnson Worldwide
          Associates,  Inc.  1987  Employees'  Stock  Purchase  Plan to  exclude
          participation by certain highly compensated employees.

     5.   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 Monday,  December  13, 1999
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
                                            Senior Vice President and Chief
                                              Financial Officer,
                                            Secretary and Treasurer
Sturtevant, Wisconsin
January 14, 2000


<PAGE>



                       JOHNSON WORLDWIDE ASSOCIATES, INC.
                                1326 Willow Road
                           Sturtevant, Wisconsin 53177

                                 PROXY STATEMENT

                         Annual Meeting of Shareholders
                          To Be Held February 17, 2000

This Proxy  Statement,  which is first being mailed to  shareholders on or about
January 14, 2000, 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
Thursday,  February  17,  2000 at  10:00  a.m.,  local  time,  at the  Company's
Headquarters,  located at 1326 Willow Road,  Sturtevant,  Wisconsin,  and at any
adjournment or postponement thereof ("Annual Meeting").

Shareholders  who  execute  proxies  may revoke them at any time before they are
voted 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.  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 13, 1999.  On the record date,  the Company had  outstanding
and  entitled to vote  6,910,709  shares of Class A common  stock and  1,222,729
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

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.  Glenn N. Rupp and Terry E. London (the "Class A Directors")  are the
nominees  designated to be voted on by the holders of Class A common stock,  and
Samuel C. Johnson, Helen P. Johnson-Leipold,  Thomas F. Pyle, Jr. and Gregory E.
Lawton (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 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


<PAGE>

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>
                                                                                                       Director
Name                           Age    Business Experience During Last Five Years                         Since

<S>                             <C>   <C>                                                                <C>
Samuel C. Johnson               71    Chairman of the Board of the Company  from  January  1994 to       1970
                                      March  1999.   Chairman  and  until  1988,  Chief  Executive
                                      Officer  of S.  C.  Johnson  & Son,  Inc.  (manufacturer  of
                                      household   maintenance  and  industrial   products)  (SCJ).
                                      Director  of Mobil  Corporation,  H. J.  Heinz  Company  and
                                      Deere &  Company.  Mr.  Johnson  is the  father  of Helen P.
                                      Johnson-Leipold.

Thomas F. Pyle, Jr.             58    Vice  Chairman  of the Board of the  Company  since  October       1987
                                      1997.  Chairman  of The  Pyle  Group  since  September  1996
                                      (financial  services and investments).  Chairman,  President
                                      and  Chief   Executive   Officer  of   Rayovac   Corporation
                                      (manufacturer of batteries and lighting  products) from 1982
                                      until  September  1996.   Director  of  Kewaunee  Scientific
                                      Corporation and Sub Zero Corporation.

Helen P. Johnson-Leipold        42    Chairman and Chief  Executive  Officer of the Company  since       1994
                                      March   1999.    Vice    President,    Worldwide    Consumer
                                      Products-Marketing  of SCJ  from  September  1998  to  March
                                      1999.  Vice  President,  Personal and Home Care  Products of
                                      SCJ from  October  1997 to September  1998.  Executive  Vice
                                      President - North  American  Businesses  of the Company from
                                      October  1995  until July 1997.  Vice  President  - Consumer
                                      Marketing  Services  Worldwide of SCJ from 1992 to September
                                      1995.  Ms.  Johnson-Leipold  is the  daughter  of  Samuel C.
                                      Johnson.

Gregory E. Lawton               48    President of Johnson Wax  Professional  since  January 1999.       1997
                                      President  and  Chief  Executive  Officer  of  NuTone,  Inc.
                                      (manufacturer  of  ventilation  fans,  intercom  systems and
                                      other  home  products)  from  July  1994  to  January  1999.
                                      Director of General Cable Corporation.

                                       2
<PAGE>

Glenn N. Rupp                   55    Chairman  and  Chief  Executive  Officer  of  Converse  Inc.       1997
                                      (manufacturer   and   marketer  of   athletic   and  leisure
                                      footwear)  since  April  1996.  Acting  Chairman of McKenzie
                                      Sports  Products  Inc.  from  August  1994  to  April  1996.
                                      Director of Consolidated Papers, Inc.

Terry E. London                 50    President  and Chief  Executive  Officer  and a Director  of       1999
                                      Gaylord  Entertainment Company (hospitality and attractions,
                                      creative content and interactive  media) (Gaylord) since May
                                      1997.  Executive Vice President and Chief Operating  Officer
                                      of  Gaylord  from  March  1997  to  May  1997.  Senior  Vice
                                      President and Chief Financial and Administrative  Officer of
                                      Gaylord from September 1993 to March 1997.

</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) and Pyle and Ms. Johnson-Leipold.

The Audit Committee  presently consists of Messrs. Rupp (Chairman) 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. Pyle (Chairman), Lawton
and Rupp. The Compensation  Committee  determines all compensation and benefits,
except  for  equity-based  compensation,  of  the  executive  officers  and  key
employees of the Company.

The Stock Committee  presently consists of Messrs. Pyle (Chairman) and Rupp. The
Stock Committee 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.

Committee  assignments will be reviewed at the meeting of the Board of Directors
to be held January 26, 2000.


                                       3
<PAGE>

Meetings and Attendance

During the year ended October 1, 1999,  there were five meetings of the Board of
Directors,   two  meetings  of  the  Audit  Committee,   five  meetings  of  the
Compensation  Committee,  no meetings of the Stock  Committee  (all actions were
taken by unanimous written consent) and no meetings of the Executive  Committee.
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 $15,000
and $1,000 for each meeting of the Board of Directors and each committee meeting
attended.  The Vice Chairman of the Board receives an additional annual retainer
of  $35,000.  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  100,000  shares  of Class A common  stock to be  issued  to
non-employee directors in the following forms:

         Stock  Options.  Upon first being elected or appointed as a director of
         the  Company  during  the  existence  of  the  1994  Director  Plan,  a
         non-employee  director  automatically  receives  an option to  purchase
         5,000  shares  of Class A common  stock.  The  exercise  price for such
         options is the fair market  value of a share of Class A common stock on
         the date of grant.  Options  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  automatically  receives  500 shares of Class A common stock on
         the  first   business  day  after  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 or 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 27, 1999, 500 shares of restricted  stock were awarded to each of the
non-employee  directors  of the  Company at that time  (Messrs.  Johnson,  Pyle,
Lawton and Rupp and Ms. Johnson-Leipold).


                    STOCK OWNERSHIP OF MANAGEMENT AND OTHERS

The following table sets forth certain information at November 1, 1999 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 information furnished by such persons.  Except as
indicated in


                                       4
<PAGE>

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 Class
                                     Number of Shares         Class             Number of        Outstanding
Name and Address                                           Outstanding           Shares
- ----------------------------------- -------------------- ----------------- -----------------------------------------

<S>                                    <C>                      <C>           <C>                      <C>
Samuel C. Johnson                      2,595,762 (2)(3)         37.6%         1,062,330 (2)(4)         86.9%
  4041 North Main Street
  Racine, Wisconsin 53402

Imogene P. Johnson                        33,493 (4)             *            1,037,330 (4)            84.8
  4041 North Main Street
  Racine, Wisconsin 53402

JWA Consolidated, Inc.                   114,464 (5)             1.7          1,037,330 (4)            84.8
  4041 North Main Street
  Racine, Wisconsin 53402

Johnson Trust Co.                        366,796 (6)             5.3            142,616 (6)            11.7
  4041 North Main Street
  Racine, Wisconsin 53402

Helen P. Johnson-Leipold                 281,897 (5)(7)(8)       4.1          1,056,722 (4)(6)(8)      86.4
  4041 North Main Street
  Racine, Wisconsin 53402

Royce & Associates, Inc.                 640,320 (9)             9.32 (9)             -                  -
  1414 Avenue of the Americas
  New York, NY 10019

Dimensional Fund Advisors Inc.           549,500 (10)            8.0  (10)            -                  -
  1299 Ocean Avenue
  Santa Monica, CA 90401

Carl G. Schmidt                           83,758 (11)            1.2                  -                  -

Mamdouh Ashour                            52,600 (12)            *                    -                  -

Thomas F. Pyle, Jr.                       22,374 (13)            *                    -                  -

Gregory E. Lawton                          6,000 (14)            *                    -                  -

Glenn N. Rupp                              6,000 (14)            *                    -                  -

Patrick J. O'Brien                         3,344 (15)            *                    -                  -

Terry E. London                                --                *                    -                  -

R. C. Whitaker                                 --                *                    -                  -

All directors and executive            3,051,735 (4)(5)(6)      43.2          1,081,722 (2)(4)         88.5
officers as a group (8 persons) (17)             (8)(16)                                (6)(8)


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

* The amount shown is less than 1% of the outstanding shares of such class.


                                       5
<PAGE>

(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
        1,037,330  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 1,037,330  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 2,221,627 Class
        A Shares  and 47,046  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 Trust Company, Inc. ("JT"), except as otherwise noted.

(3)     Includes options to acquire  6,693  Class A Shares,  which  options  are
        exercisable within 60 days.

(4)     Shares  reported  by Mrs.  Johnson  include  1,037,330  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  317,280 Class A Shares and 75,992 Class B Shares over which JT
        has shared  voting power and shared  investment  power,  of which 19,392
        Class  B  Shares  are  also  reported  as  beneficially   owned  by  Ms.
        Johnson-Leipold.  JT 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 JT.

(7)     Includes  options to acquire  5,000  Class A Shares,  which  options are
        exercisable  within 60 days and 409 shares held by the Company's  401(k)
        Retirement  and Savings Plan,  over which the reporting  person has sole
        voting power.

(8)     Includes 127,024 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 JT. 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


                                       6
<PAGE>

        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,
        1999, filed by Royce & Associates,  Inc.  ("Royce") and Charles M. Royce
        with the Securities and Exchange Commission.  Mr. Royce may be deemed to
        be a  controlling  person  of  Royce  and  as  such  may  be  deemed  to
        beneficially  own the shares held by Royce.  Royce  reported sole voting
        and sole dispositive power with respect to all of the reported shares.

(10)    The information is based on a report on Schedule 13G, dated February 12,
        1999, filed by Dimensional  Fund Advisors Inc., a registered  investment
        advisor  ("Dimensional")  with the Securities  and Exchange  Commission.
        Dimensional reported sole voting and sole dispositive power with respect
        to  all  of  the  reported  shares.   Dimensional  disclaims  beneficial
        ownership  of all of the  reported  shares,  which are owned by advisory
        clients of Dimensional.

(11)    Includes  options to acquire  75,333 Class A Shares,  which  options are
        exercisable  within 60 days, and 725 shares held by the Company's 401(k)
        Retirement  and Savings Plan,  over which the reporting  person has sole
        voting power.

(12)    Includes  options to acquire  46,500 Class A Shares,  which  options are
        exercisable within 60 days.

(13)    Includes  options to acquire  16,693 Class A Shares,  which  options are
        exercisable within 60 days.

(14)    Includes  options to acquire  5,000  Class A Shares,  which  options are
        exercisable within 60 days.

(15)    Includes 344 shares held by the Company's 401(k)  Retirement and Savings
        Plan, over which the reporting person has sole voting power.

(16)    Includes  options to acquire 160,219 Class A Shares for all officers and
        directors as a group, which options are exercisable within 60 days.

(17)    Excludes shares held by Mr. Whitaker who resigned as President and Chief
        Executive Officer in March 1999.

</TABLE>

At November 1, 1999, the Johnson Family  beneficially  owned  3,376,869  Class A
Shares, or approximately  48.8% of the outstanding Class A Shares, and 1,168,366
Class B Shares, or approximately 95.6% 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
compensation  and benefits  provided to the Company's Chief  Executive  Officer,
other   executive   officers  and  key   employees,   except  for   equity-based
compensation.  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 is 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").


                                       7
<PAGE>

Overall Compensation Philosophy

The  Company's   program  is  designed  to  align   compensation   with  Company
performance,  business strategy, Company values and management initiatives.  The
Company's  overall  compensation  objectives  will provide a  competitive  total
compensation program designed to attract and retain high quality individuals and
maintain a  performance  oriented  culture  that fosters  increased  shareholder
value. The compensation policy is:

     o    Base salaries will be targeted at the competitive average,  based on a
          review of the appropriate labor markets.

     o    Incentive plans will be targeted above the competitive average with no
          cap on potential and will be widely used so that employees participate
          based on relevant Company, team and individual performance.

     o    All compensation programs will be designed to add shareholder value.

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. This monitoring includes a biannual report from
independent   compensation   consultants  assessing  the  effectiveness  of  the
Company's compensation program by comparing the Company's executive compensation
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
includes,  but is not limited to,  companies  in the peer group  established  to
compare shareholder returns. The Compensation Committee reviews the selection of
companies used for this analysis and believes that these companies represent the
Company's most direct competitors for executive talent.

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 executive 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  bonus  and  long-term  stock   incentives.   Senior  executive
compensation  packages are increasingly weighted toward programs contingent upon
the Company's  performance.  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
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 1999, follows.




                                       8
<PAGE>

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  salary  adjustments  for
executive  officers,  the Committee  considers  various  factors,  including the
individual's performance and contribution,  the average percentage pay level 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.

Effective January 1, 1999, Mr.  Whitaker's  annualized base salary was increased
from $360,000 to $375,000 to reflect the Compensation  Committee's assessment of
the factors listed above. Mr. Whitaker resigned as President and Chief Executive
Officer in March 1999. Ms. Johnson-Leipold  assumed the position of Chairman and
Chief  Executive  Officer  with an  annualized  base salary of $375,000 in March
1999.


Bonus Program

The  Compensation  Committee  recognizes  the  importance of aligning  executive
compensation   with  the  interests  of  the   shareholders  and  believes  that
improvement in economic value provides the best measure of shareholder  returns.
Accordingly,  the Board of Directors  adopted the Johnson  Worldwide  Associates
Economic  Value Added Bonus Plan ("EVA  Plan").  The EVA Plan provides for bonus
awards based solely on  improvements  in the Economic Value Added ("EVA") of the
Company.  EVA(R)1 is a measure of after tax operating profit after the deduction
of all costs, including the cost of the Company's capital. The EVA Plan is based
on three key concepts:  (1) a target bonus, (2) expected improvement in EVA, and
(3) a bonus bank. The EVA bonus eligible to be earned is equal to the sum of the
target  bonus  plus (or  minus)  the  improvement  (or  deterioration)  from the
targeted amount of EVA.

The Company's  executive  officers are included in the EVA Plan.  Target bonuses
ranging from 40% to 100% of an  executive's  base salary are  established by the
Compensation  Committee for each executive officer at the beginning of the year.
Target award opportunities are competitive with industry practices. The EVA Plan
includes approximately 100 participants.

The expected  improvement  in EVA is used to determine the targeted level of EVA
and is determined by an objective review of the past performance of the Company,
taking into account the goal of achievement of a substantial  improvement in EVA
over  a  multiple  year  period.   Such  review  is  conducted  by   independent
compensation  consultants  expert in the concepts of EVA.  The annual  amount of
expected  improvement  in EVA is fixed.  This  approach  results  in the need to
achieve  increasingly  higher EVA levels each year to maintain the same level of
incentive  compensation.  To ensure that the EVA Plan provides strong incentives
for management to annually  increase  shareholder value and does not reward poor
performance by reducing  performance  standards or penalize superior performance
by  raising

- ------------------
1  EVA is a registered trademark of Stern Stewart & Co.


                                       9
<PAGE>

performance  standards,  the Compensation  Committee allowed no recalibration of
the expected  EVA  improvement  for a period of at least three years,  beginning
with 1997.

The bonus  eligible  to be earned is  credited  to a bonus  bank  ("Bank").  The
maximum  amount that may be withdrawn  from the Bank in any year is equal to the
amount of the  target  bonus for that year plus one third of the  balance of the
Bank in excess of the target bonus. Accordingly,  the balance in the Bank is "at
risk." No bonus is paid when the balance in the Bank is negative.  Negative Bank
balances are carried forward and are offset against future bonuses earned. There
is no cap on the amount of bonus that can be earned for  achievement of superior
levels of EVA improvement,  nor is there a floor on the amount of negative bonus
credited to the Bank if EVA  declines.  Bank  balances vest only in the event of
death, retirement or involuntary termination.  The concept of a Bank is utilized
to encourage long-term thinking with regard to the operation of the Company.

The  Compensation  Committee  retains the final authority to approve  individual
bonuses and may, at its sole discretion,  reduce or eliminate bonuses determined
under the EVA Plan formula.

The Company's  performance  improved in 1999. The Company's EVA  improvement was
$4.5 million (a 40 basis point  improvement in after-tax return on EVA capital),
versus an expected improvement of $6.9 million, resulting in a bonus multiple of
65% of base salary, or $130,200, for Ms. Johnson-Leipold.


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 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 1994 Long-Term  Stock Incentive Plan and the
1986 Stock Option 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 1999 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 1999 reflect the  considerations  discussed  above.  On
December 16, 1998, Mr. Whitaker received options to purchase 15,000 shares at an
exercise price of $9.6875 per share. In March 1999, Ms. Johnson-Leipold received
options to purchase 85,000 shares at an exercise price of $8.125 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


                                       10
<PAGE>

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).

In 1999,  15,000 shares of restricted stock were awarded to Ms.  Johnson-Leipold
in conjunction with her employment by the Company.


Compliance with Internal Revenue Code Section 162(m)

It is  anticipated  that  all  1999  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

Thomas F. Pyle, Jr. (Chairman)
Gregory E. Lawton
Glenn N. Rupp


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 the
Company's executive officers.


                                       11
<PAGE>
<TABLE>
<CAPTION>
                                                               SUMMARY COMPENSATION TABLE

                                                                                               Long-Term
                                                Annual Compensation                           Compensation
                                 -----------------------------------------------------  --------------------------
                                                                                                       Securities
                                                                                        Restricted     Underlying
                                                                      Other Annual        Stock           Stock        All Other
Name and Principal Position(s)       Year    Salary       Bonus(7)    Compensation(8)    Awards(9)       Options    Compensation(11)
- -------------------------------- -----------------------------------------------------  --------------------------  ----------------

<S>                                  <C>    <C>           <C>             <C>            <C>             <C>           <C>
Helen P. Johnson-Leipold             1999   $199,000(6)   $130,200        $  --          $132,400(6)     85,000        $  25,800
Chairman and Chief                   1998         --(6)         --           --                --(6)         --               --
Executive Officer (1)                1997    142,700(6)     57,800           --            13,100        30,000 (10)       3,800


R. C. Whitaker                       1999    162,600            --           --                --        15,000 (10)     335,900
President and Chief                  1998    355,000       167,000           --                --        25,000           44,200
Executive Officer (2)                1997    323,400       206,600           --            32,700        75,000          160,900


Patrick J. O'Brien                   1999    132,600        73,700           --            24,600        97,000           16,300
President and Chief                  1998         --            --           --                --            --               --
Operating Officer (3)                1997         --            --           --                --            --               --


Carl G. Schmidt                      1999    230,300       105,400           --                --        10,000           28,700
Senior Vice President and            1998    212,300        78,400           --                --        15,000           23,700
Chief Financial Officer,             1997    190,300       108,900           --                --        25,000           16,900
Secretary and
Treasurer (4)


Mamdouh Ashour                       1999    257,500            --           --                --         7,500          192,500
Group Vice President                 1998    250,000        39,300           --                --        15,000          109,500
and President -                      1997    233,300        92,100           --                --         7,000          151,500
Worldwide Diving (5)

Footnotes to Summary Compensation Table

(1)  Ms.  Johnson-Leipold  has been Chairman and Chief  Executive  Officer since
     March 1999.  From October 1995 to July 1997,  she served as Executive  Vice
     President - North American Businesses.

(2)  Mr.  Whitaker  resigned as President and Chief  Executive  Officer in March
     1999.

(3)  Mr.  O'Brien has been  President  and Chief  Operating  Officer since April
     1999.

(4)  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.

(5)  Mr.  Ashour has been a Group Vice  President of the Company  since  October
     1997 and  President - Worldwide  Diving  since  August  1996.  From 1994 to
     August 1996, he served as President of Scubapro Europe.

(6)  Does not include  restricted stock awards or amounts paid for services as a
     director of the Company  during the  applicable  year.  No such awards were
     granted or services paid while Ms.  Johnson-Leipold  was an employee of the
     Company.

(7)  The  amounts  in the table for the year ended  October  1, 1999  consist of
     amounts accrued under the EVA Plan.



                                       12
<PAGE>

(8)  The  amounts  are less than the lesser of  $50,000  or 10% of total  annual
     salary and bonus.

(9)  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 1994  Long-Term  Stock
     Incentive  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 October 1, 1999
     were as follows:  Ms.  Johnson-Leipold,  15,000 shares  ($132,400)  and Mr.
     O'Brien 3,000 shares ($24,600).  Ms.  Johnson-Leipold  received an award of
     15,000 shares of restricted  stock on March 22, 1999. Mr. O'Brien  received
     an award of 3,000 shares of restricted  stock on April 12, 1999.  One-third
     of the shares awarded to Ms.  Johnson-Leipold  and Mr. O'Brien vest on each
     successive  anniversary of the date of award.  Holders of restricted shares
     are entitled to receive dividends, if any, on such shares.

(10) Cancelled effective 30 days after resignation.

(11) The amounts in the table for the year ended  October 1, 1999 consist of the
     following:

     (a)  Amounts to be credited  for  qualified  retirement  contributions  are
          $12,800 for Ms. Johnson-Leipold,  $_________ for Mr. Whitaker, $10,600
          for Mr. O'Brien, $12,800 for Mr. Schmidt and $12,800 for Mr. Ashour.

     (b)  Company matching contributions to the executives' 401(k) plan accounts
          during   the  year   ended   October   1,  1999  of  $5,000   for  Ms.
          Johnson-Leipold,  $5,000 for Mr.  Whitaker,  $3,500  for Mr.  O'Brien,
          $5,200 for Mr. Schmidt and $5,000 for Mr. Ashour.

     (c)  Company  contributions to the executives'  non-qualified plan accounts
          during   the  year   ended   October   1,  1999  of  $8,000   for  Ms.
          Johnson-Leipold,  $24,100 for Mr.  Whitaker,  $2,200 for Mr.  O'Brien,
          $10,700 for Mr. Schmidt and $10,500 for Mr. Ashour.

     (d)  $164,200 paid to Mr. Ashour for  expatriate  cost of living and income
          tax allowances.

     (e)  $306,800 paid to Mr.  Whitaker during the fiscal year ended October 1,
          1999  under his  separation  agreement.  See  "Agreements  with  Named
          Executive Officers."
</TABLE>


Stock-Based Compensation

The following  table provides  details  regarding  stock options  granted to the
Named Executive Officers in fiscal 1999 under 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.


                                       13
<PAGE>
<TABLE>
<CAPTION>
                          OPTION GRANTS IN FISCAL 1999

                                                                                        Potential Realizable Values
                        Number of                                                        at Assumed Annual Rates
                       Securities       % of Total                                      of Stock Price Appreciation
                       Underlying     Options Granted     Exercise or                        for Option Term
                         Options      to Employees in     Base Price     Expiration    -----------------------------
Name                     Granted        Fiscal Year        ($/share)        Date            5%            10%
- --------------------- ---------------------------------- -------------- -------------- -----------------------------
<S>                       <C>                <C>             <C>             <C> <C>       <C>         <C>
Helen P.
 Johnson-Leipold          85,000(1)          24%             $8.125          3/9/09        $434,330    $1,100,678
R. C. Whitaker            15,000(2)           4               9.688          4/9/99              --            --
Patrick J. O'Brien        97,000(3)          27               7.125          4/6/09         434,645     1,101,475
Carl G. Schmidt           10,000(4)           3               9.688        12/16/08          60,924       154,394
Mamdouh Ashour             7,500(4)           2               9.688        12/16/08          45,693       115,795

(1)  One-third of the options vest and become  exercisable  each successive year
     after grant, commencing March 9, 2000.

(2)  Cancelled effective 30 days after Mr. Whitaker's resignation.

(3)  One-third of the options vest and become  exercisable  each successive year
     after grant, commencing April 6, 2000.

(4)  One-third of the options vest and become  exercisable  each successive year
     after grant, commencing December 16, 1999.
</TABLE>

The following table shows stock option exercises by the Named Executive Officers
during  fiscal  1999.  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 October 1, 1999.  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 October 1, 1999
closing price of the Class A common stock of $8.94.

<TABLE>
<CAPTION>
                  AGGREGATE OPTION EXERCISES IN FISCAL 1999 AND
                       FISCAL 1999 YEAR-END OPTION VALUES

                                                          Number of Securities           Value of Unexercised
                                                         Underlying Unexercised              In-the-Money
                          Shares                           Options at 10/1/99             Options at 10/1/99
                         Acquired         Value       ------------------------------- ------------------------------
Name                    on Exercise      Realized      Exercisable    Unexercisable    Exercisable   Unexercisable
- --------------------- ---------------- -------------- --------------- --------------- -------------- ---------------
<S>                         <C>            <C>             <C>            <C>               <C>        <C>
Helen P.
  Johnson-Leipold           --             $  --           5,000          85,000           $--         $69,275
R. C. Whitaker              --                --              --              --            --              --
Patrick J. O'Brien          --                --              --          97,000            --         176,055
Carl G. Schmidt             --                --          75,333          11,667            --              --
Mamdouh Ashour              --                --          46,500          10,000            --              --

</TABLE>


                                       14
<PAGE>

Total Shareholder Return

The graph below  compares on a  cumulative  basis the yearly  percentage  change
since  September 30, 1994 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, K2, Inc., Brunswick  Corporation,  The Coleman Company,
Inc.,  and Huffy  Corporation.  The graph assumes $100 was invested on September
30,  1994 in Class A common  stock,  the Nasdaq  Stock  Market-U.S.  Index,  the
Russell 2000 Index and the peer group index.

                               [GRAPHIC OMITTED]

                       9/30/94   9/29/95  9/27/96  10/3/97  10/2/98  10/1/99

Johnson Worldwide
 Associates            $100.00    $90.57   $53.77   $64.15   $32.08   $33.73
Nasdaq Market Index     100.00    122.04   140.99   193.64   196.66   316.63
Russell 2000 Index      100.00    123.37   139.71   186.04   150.66   177.11
Peer Group              100.00    102.40   110.80   150.49    69.87    99.52


Agreements with Named Executive Officers

In  March  1999,  the  Company  entered  into a  separation  agreement  with Mr.
Whitaker,  the Company's former President and Chief Executive Officer.  Pursuant
to the terms of this agreement,  Mr.  Whitaker  resigned from all positions with
the Company and its  subsidiaries as of March 9, 1999. The Company agreed to (i)
make  outplacement  services  available  for a  one-year  period,  (ii)  pay Mr.
Whitaker  $526,000  over a  twelve-month  period  and (iii)  vest 833  shares of
restricted  stock  awarded  to Mr.  Whitaker  under  the  1994  Long-Term  Stock
Incentive Plan. Under this agreement, Mr. Whitaker agreed not to be


                                       15
<PAGE>

employed by, or affiliated with,  certain  competitors of the Company during the
period  beginning  on his  resignation  date  and  ending  March  9,  2000  (the
"Restricted  Period") and, among other things, not to solicit for employment any
person employed by the Company during the Restricted  Period.  Mr. Whitaker also
agreed to a confidentiality arrangement during the Restricted Period and for two
years  thereafter  and released the Company from any and all  liability.  In the
event that Mr.  Whitaker  violates  the terms of the  agreement,  the Company is
entitled to withhold and terminate all payments and benefits  provided under the
agreement  and recover from Mr.  Whitaker  all payments and benefits  previously
provided to him thereunder.


                     AMENDMENT TO ARTICLES OF INCORPORATION
                            TO CHANGE NAME of Company

The Board of Directors proposes and recommends that the shareholders  approve an
amendment (the "Name Change  Amendment") to Article 1 of the Company's  Articles
of  Incorporation  to change the name of the  Company  from  "Johnson  Worldwide
Associates,  Inc." to  "Johnson  Outdoors  Inc."  The  terms of the Name  Change
Amendment are set forth in Appendix A to this Proxy  Statement.  The name change
is intended to better reflect the nature of the Company's business. Changing the
Company's name does not alter any of the rights of shareholders.

The  affirmative  vote of a majority of the votes  represented  and voted at the
Annual  Meeting  (assuming  a quorum is present) is required to approve the Name
Change Amendment.  Any shares not voted at the Annual Meeting (whether by broker
non-votes or otherwise,  except  abstentions),  will have no impact on the vote.
Shares as to which holders  abstain from voting will be treated as votes against
the Name Change Amendment.

The Board of Directors recommends a vote "FOR" the Name Change Amendment. Shares
of common stock represented by executed but unmarked proxies will be voted "FOR"
such amendment.

                       2000 LONG-TERM STOCK INCENTIVE PLAN


General

The purpose of the Johnson  Outdoors Inc. 2000  Long-Term  Stock  Incentive Plan
(the "2000 Plan") is to enhance the ability of the Company and its affiliates to
attract and retain  employees  who will make  substantial  contributions  to the
Company's long-term business growth and to provide meaningful incentives to such
employees which are more directly linked to the  profitability  of the Company's
businesses and increases in  shareholder  value.  In addition,  the 2000 Plan is
designed to  encourage  and provide  opportunities  for stock  ownership by such
employees  which will increase  their  proprietary  interest in the Company and,
consequently, their identification with the interests of the shareholders of the
Company.

The Company currently has in effect the 1994 Long-Term Stock Incentive Plan (the
"1994  Plan")  and  the  1986  Stock  Option  Plan.  As  of  November  1,  1999,
approximately  183,468 shares of Class A common stock remained available for the
granting  of  additional   awards  under  these  plans.   To  allow  for  future
equity-based compensation awards to be made by the Company to its employees, the
2000 Plan was adopted by the Board of  Directors on December 13, 1999 and became
effective as of that date,  subject to approval of the Plan by the  shareholders
of the Company  within twelve months of such  effective  date. The 1994 Plan and
the 1986 Stock Option Plan will be terminated, except as to outstanding options,
upon approval of the 2000 Plan by the shareholders.



                                       16
<PAGE>

The following summary  description of the 2000 Plan is qualified in its entirety
by reference to the full text of the 2000 Plan.


Administration

The 2000 Plan is required to be  administered  by a committee  of the Board (the
"Committee")  consisting  of not less than two  members of the Board who are not
employees of the Company. If at any time the Committee is not in existence,  the
Board will  administer  the 2000  Plan.  The Stock  Committee  will serve as the
administrator  of the 2000 Plan.  Among other  functions,  the Committee has the
authority to establish rules for the  administration of the 2000 Plan; to select
the employees of the Company and its  affiliates to whom awards will be granted;
to determine  the types of awards to be granted to  employees  and the number of
shares  covered by such awards;  to set the terms and conditions of such awards;
and to cancel,  suspend  and amend  awards  granted to  employees  to the extent
authorized under the 2000 Plan.  Except as otherwise  provided in the 2000 Plan,
determinations and interpretations with respect thereto and any award agreements
thereunder will be in the sole discretion of the Committee, whose determinations
and interpretations  will be binding on all parties. Any employee of the Company
or any affiliate,  including any executive officer or  employee-director  of the
Company,  is  eligible  to  receive  awards  under the 2000 Plan.  In  addition,
consultants and advisors to the Company will be eligible to receive nonqualified
stock options under the 2000 Plan. Approximately 59 employees currently would be
eligible to participate in the 2000 Plan.


Awards under the 2000 Plan; Available Shares

The 2000 Plan authorizes the granting to employees of: (a) stock options,  which
may be either incentive stock options meeting the requirements of Section 422 of
the Internal  Revenue Code ("ISOs") or  non-qualified  stock options;  (b) stock
appreciation  rights ("SARs");  and (c) stock awards that give a participant the
right to receive a specified number of shares or a cash equivalent payment.  The
2000 Plan provides that up to a total of 600,000  shares of Class A common stock
will be available  for the granting of awards.  The  aggregate  number of shares
that can be awarded to any one participant during any fiscal year of the Company
shall not exceed 200,000  shares.  No more than 100,000 shares can be granted as
stock  awards and stock  appreciation  rights.  If any shares  subject to awards
granted under the 2000 Plan, or to which any award relates,  are forfeited or if
an award otherwise terminates,  expires or is cancelled prior to the delivery of
all of the shares or other  consideration  issuable  or payable  pursuant to the
award,  such shares will be  available  for the granting of new awards under the
2000 Plan.


Terms of Awards

Options.  The  exercise  price per share of Class A common  stock  subject to an
option granted under the 2000 Plan will be determined by the Committee, provided
that the exercise  price may not be less than 100% of the fair market value of a
share of  Class A common  stock  on the  date of  grant.  The term of an  option
granted under the 2000 Plan will be as determined by the  Committee,  but cannot
exceed ten years. Options granted under the 2000 Plan will become exercisable in
such  manner  and within  such  period or periods  and in such  installments  or
otherwise as determined by the  Committee.  Options will be exercised by payment
in full of the  exercise  price,  either  in cash or (at the  discretion  of the
Committee) in whole or in part by tendering, either by actual delivery of shares
or by attestation,  shares of Class A common stock or other consideration having
a fair market value on the date of exercise equal to the option  exercise price.
All ISOs  granted  under the 2000 Plan will also be  required to comply with all
other terms of Section 422 of the Internal Revenue Code.



                                       17
<PAGE>

SARs.  An SAR  granted  under the 2000 Plan will confer on the holder a right to
receive,  upon exercise thereof,  the excess of (a) the fair market value of one
share of Class A common  stock on the date of exercise  over (b) the grant price
of the SAR as  specified by the  Committee.  The grant price of an SAR under the
2000  Plan  will not be less  than the fair  market  value of a share of Class A
common  stock on the date of grant or, if the  Committee so  determines,  in the
case of any SAR granted in tandem  with or in  substitution  for  another  award
granted under the 2000 Plan, on the date of grant of such other award. The grant
price, term, methods of exercise,  methods of settlement  (including whether the
holder of an SAR will be paid in cash,  shares of Class A common  stock or other
consideration),  and any other terms and conditions of any SAR granted under the
2000 Plan will be determined by the Committee.

Stock  Awards.  A stock  award  will  give the  holder  the  right to  receive a
specified number of shares of Class A common stock or a cash equivalent  payment
or a  combination  thereof,  subject to the terms and  conditions  of the award,
which may include  forfeitability  contingencies  based on continued  employment
with the  Company or on meeting  specified  performance  criteria  or both.  The
Committee  will  determine the terms and  conditions  of an award  including any
restriction  or  performance  period,  any  performance  goals or  targets,  the
proportion  of  payments,  if  any,  to be made  for  performance  at  specified
performance  levels  and the  restrictions,  if any,  applicable  to any  shares
received  upon  payment.  A stock  award  may be in the form of  shares or share
units. The Committee may at any time adjust  performance  goals (up or down) and
minimum or full performance  levels (and any intermediate  levels and proportion
of payments related  thereto),  adjust the manner in which performance goals are
measured,  or shorten any performance period or waive in whole or in part any or
all remaining  restrictions  with respect to shares subject to restrictions,  if
the Committee determines that conditions so warrant.

Notwithstanding  the  foregoing,  if the Committee  determines  that an award is
intended to qualify as "performance-based compensation," under Section 162(m) of
the Internal  Revenue Code, the award will be conditioned on the  achievement of
one or more of the following  performance goals or targets, as determined by the
Committee: revenues, earnings per share, return on shareholder equity, return on
average total capital  employed,  return on net assets  employed before interest
and  taxes   and/or   economic   value   added.   For  awards   intended  to  be
performance-based  compensation,  the  Committee  will  not have  discretion  to
increase the amount of compensation payable that would otherwise be due upon the
participant's attainment of the performance goals or targets.

Adjustments

In the event of any stock dividend or other distribution,  stock split,  merger,
consolidation, spin-off or exchange of shares of Class A common stock subject to
the 2000 Plan or any other change  affecting  the Class A common stock such that
an adjustment is appropriate in order to prevent  dilution or enlargement of the
benefits or  potential  benefits  intended to be made  available  under the 2000
Plan, then the Committee will generally have the authority, in such manner as it
deems  equitable,  to adjust (1) the number and type of shares of stock that may
be  issued  under  the 2000  Plan,  (2) the  number  and type of shares of stock
subject to  outstanding  awards,  and (3) the grant,  purchase or exercise price
with respect to any award.

Limits on Transferability

No award  granted under the 2000 Plan and no right under any such Award shall be
assignable,  alienable,  saleable or otherwise  transferable  by the Participant
other than by will or the laws of descent and distribution;  provided,  however,
that if so  permitted  by the  Committee,  a  Participant  may (i)  designate  a
beneficiary or  beneficiaries to exercise the  Participant's  rights and receive
any distributions  under the Plan upon the Participant's death and (ii) transfer
an Award.



                                       18
<PAGE>

Amendment and Termination

The Board may amend, suspend or terminate the 2000 Plan at any time, except that
no such action may (unless otherwise provided in the 2000 Plan) adversely affect
any award granted and then  outstanding  without the approval of the  respective
participant.

Withholding

The Company will have the right to reduce the number of shares or amount of cash
payable  under an award by the amount  necessary to satisfy any federal,  state,
local or foreign  taxes of any kind  required by law to be withheld with respect
to such amount or to take such other  actions as may be necessary to satisfy any
such withholding  obligations.  The Committee may require or permit  withholding
obligations  arising  with  respect to awards  under the 2000 Plan to be settled
with shares of Class A common  stock,  including  shares of Class A common stock
that are part of, or are received upon exercise of, the award that gives rise to
the withholding requirement.  The obligations of the Company under the 2000 Plan
are  conditional  on such  payment  or  arrangements,  and the  Company  and any
affiliate  will,  to the extent  permitted by law,  have the right to deduct any
such taxes from any payment  otherwise  due to the  employee.  The Committee may
establish  such  procedures  as  it  deems   appropriate  for  the  settling  of
withholding obligations with shares of Class A common stock.

Change in Control

In order to  preserve a  participant's  rights  under an award in the event of a
Change in Control  (as  defined  below) of the  Company,  the  Committee  in its
discretion may, at the time an award is made or at any time thereafter, take one
or more of the following  actions:  (i) provide for the acceleration of any time
period  relating to the exercise or realization  of the award;  (ii) provide for
the purchase of the award upon the  participant's  request for an amount of cash
or other property that could have been received upon the exercise or realization
of the award had the award been currently  exercisable or payable;  (iii) adjust
the  terms of the  award;  (iv)  cause the award to be  assumed,  or new  rights
substituted therefor, by another entity; or (v) make such other provision as the
Committee may consider  equitable and in the best interests of the Company.  For
purposes of the 2000 Plan, a Change in Control  will be deemed to have  occurred
if the Johnson Family at any time fails to own stock of the Company  having,  in
the  aggregate,  votes  sufficient  to elect at least a fifty-one  percent (51%)
majority of the directors of the Company.

Certain Federal Income Tax Consequences

Stock  Options.  The grant of a stock  option under the 2000 Plan will create no
income tax  consequences  to the  employee  or the  Company.  A employee  who is
granted a non-qualified stock option will generally recognize ordinary income at
the time of exercise in an amount  equal to the excess of the fair market  value
of the Class A common  stock at such time over the exercise  price.  The Company
will be  entitled  to a  deduction  in the same  amount  and at the same time as
ordinary income is recognized by the employee.  A subsequent  disposition of the
Class A common  stock will give rise to  capital  gain or loss to the extent the
amount realized from the sale differs from the tax basis,  i.e., the fair market
value of the Class A common stock on the date of exercise.  This capital gain or
loss will be a long-term  capital  gain or loss if the Class A common  stock had
been held for more than one year from the date of exercise.

In  general  if a employee  holds the  shares of Class A common  stock  acquired
pursuant to the exercise of an ISO for at least two years from the date of grant
and one year from the date of exercise, the employee will recognize no income or
gain as a result  of  exercise  (except  that the  alternative  minimum  tax may
apply).  Any gain or loss  realized by the  employee on the  disposition  of the
Class A common  stock will be treated as a long-term  capital  gain or loss.  No
deduction  will be allowed to the  Company.  If either of these  holding  period
requirements  is not satisfied,  the employee will recognize  ordinary income at
the


                                       19
<PAGE>

time of the  disposition  equal to the  lesser of (i) the gain  realized  on the
disposition  or (ii) the  difference  between  the  exercise  price and the fair
market value of the shares of Class A common stock on the date of exercise.  The
Company  will be entitled to a deduction in the same amount and at the same time
as ordinary  income is recognized by the employee.  Any additional gain realized
by the  employee  over the fair  market  value at the time of  exercise  will be
treated as a capital gain. This capital gain will be a long-term capital gain if
the  Class A common  stock had been held for more than one year from the date of
exercise.

Stock  Appreciation  Rights.  The  grant of an SAR will  create  no  income  tax
consequences  for the  employee or the  Company.  Upon  exercise of an SAR,  the
employee will recognize  ordinary income equal to the amount of any cash and the
fair  market  value of any  shares  of Class A  common  stock or other  property
received,  except that if the employee receives an option,  shares of restricted
stock,  performance  shares  or  performance  units  upon  exercise  of an  SAR,
recognition of income may be deferred in accordance with the rules applicable to
such other  awards.  The Company  will be  entitled  to a deduction  in the same
amount and at the same time as income is recognized by the employee.

Stock Awards.  If a stock award is granted in the form of restricted  stock, the
employee will not recognize  income upon the award of restricted stock under the
2000 Plan unless the election  described below is made.  However,  an individual
who has not made such an election will recognize  ordinary  income at the end of
the applicable restriction period in an amount equal to the fair market value of
the  restricted  stock  at  such  time.  The  Company  will  be  entitled  to  a
corresponding  deduction  in  the  same  amount  and  at the  same  time  as the
participant   recognizes  income.  Any  otherwise  taxable  disposition  of  the
restricted stock after the end of the applicable  restriction period will result
in capital gain or loss (long-term or short-term depending on the length of time
the  restricted  stock  is  held  after  the end of the  applicable  restriction
period).  Dividends paid in cash and received by a participant  prior to the end
of the applicable  restriction  period will  constitute  ordinary  income to the
participant  in the year paid.  The Company will be entitled to a  corresponding
deduction for such dividends.  Any dividends paid in stock will be treated as an
award of additional  restricted  stock  subject to the tax  treatment  described
herein.

A employee may, within 30 days after the date of the award of restricted  stock,
elect to  recognize  ordinary  income  as of the date of the  award in an amount
equal  to the fair  market  value  of such  restricted  stock on the date of the
award.  The Company  will be entitled to a  corresponding  deduction in the same
amount  and at the  same  time  as the  participant  recognizes  income.  If the
election is made,  any cash  dividends  received with respect to the  restricted
stock will be  treated  as  dividend  income to the  participant  in the year of
payment  and  will not be  deductible  by the  Company.  Any  otherwise  taxable
disposition  of the restricted  stock (other than by forfeiture)  will result in
capital gain or loss (long-term or short-term  depending on the holding period).
If the participant who has made an election subsequently forfeits the restricted
stock, the participant will not be entitled to deduct any loss. In addition, the
Company  would then be required to include as ordinary  income the amount of the
deduction it originally claimed with respect to such shares.

For stock awards granted in the form of performance units or performance shares,
the grant  will  create no  income  tax  consequences  for the  employee  or the
Company.  Upon the  receipt  of cash,  shares  of Class A common  stock or other
property at the end of the  applicable  performance  period,  the employee  will
recognize  ordinary  income  equal to the amount of any cash and the fair market
value of any shares or other  property  received,  except  that if the  employee
receives an option, shares of restricted stock or SARs in payment of performance
shares or performance units, recognition of income may be deferred in accordance
with the rules applicable to such other awards.  The Company will be entitled to
a deduction in the same amount and at the same time as income is  recognized  by
the employee.


                                       20
<PAGE>

Future Awards

No awards  have  been  made to date  under the 2000  Plan.  The  Company  cannot
currently  determine  the awards that may be granted in the future to  employees
under the 2000 Plan. Such  determinations  will be made from time to time by the
Committee.  During 1999,  certain  awards were  granted to  employees  under the
Company's 1994 Plan.  Stock options and restricted  stock granted under the 1994
Plan to the named executive officers during 1999 are disclosed under the caption
"Executive  Compensation."  During 1999,  options to purchase a total of 214,500
and  138,500  shares  were  granted  to all  executive  officers  and all  other
employees  as a group,  respectively,  under the 1994 Plan at average  per share
exercise prices ranging from $7.13 to $9.69.

On December 13,  1999,  the last  reported  sales price per share of the Class A
common stock on The Nasdaq Stock Market(R)was $7.56.


Vote Required

The  affirmative  vote of a majority of the votes  represented  and voted at the
Annual  Meeting  (assuming  a quorum is present) is required to approve the 2000
Plan;  provided that a majority of the outstanding shares of the Company's stock
are voted on the proposal. Assuming such proviso is met, any shares not voted at
the  Annual  Meeting   (whether  by  broker   non-votes  or  otherwise,   except
abstentions),  will  have no impact  on the  vote.  Shares  as to which  holders
abstain from voting will be treated as votes against the proposal.

The Board  recommends  a vote  "FOR"  the 2000  Plan.  Shares  of  Common  Stock
represented at the Annual Meeting by executed but unmarked proxies will be voted
"FOR" the 2000 Plan,  unless a vote  against  the 2000 Plan or to  abstain  from
voting is specifically indicated on the proxy.

                 AMENDMENT OF JOHNSON WORLDWIDE ASSOCIATES, INC.
                       1987 EMPLOYEES' STOCK PURCHASE PLAN


General

The proposed amendment to the Johnson Worldwide Associates, Inc. 1987 Employees'
Stock Purchase Plan (the "1987 Plan") would change the eligibility  provision to
exclude participation by certain highly compensated employees.

The 1987 Plan was  originally  adopted by the Board of Directors on December 11,
1987 and  approved  by the  shareholders  on  January  28,  1988.  The  Board of
Directors  approved the amendment to the 1987 Plan on December 13, 1999, subject
to shareholder approval.


Purpose

The  purpose of the 1987 Plan is to provide  employees  of the  Company  and its
subsidiaries with the opportunity to purchase shares of Class A common stock and
thereby share in the ownership of the Company.


Administration

The 1987 Plan is required to be  administered  by a committee  of the Board (the
"Committee")  consisting of not less than two  directors  who are  disinterested
persons  within the  meaning of Rule 16b-3  under the  Exchange  Act.  The Stock
Committee  currently  serves as the  administrator of the 1987 Plan. Among other
functions, the Committee has authority to establish the terms and conditions for
grants of  purchase


                                       21
<PAGE>

rights and adopt such rules or  regulations  which may be necessary or advisable
for the operation of the 1987 Plan.


Stock Subject to Plan

The 1987 Plan reserves  90,000 shares of Class A common stock for issuance under
the 1987 Plan,  subject  to  appropriate  adjustment  in the event of payment of
stock  dividends  or  changes in the  common  stock by reason of a stock  split,
reorganization,  recapitalization, merger, consolidation or similar event. As of
December 13, 1999,  46,875  shares  remained  available  for  future  grants  of
purchase rights.


Eligibility

The 1987 Plan currently  provides that all full-time  employees of  corporations
(from  the  group   consisting  of  the  Company,   its  parent  and  subsidiary
corporations)  designated  by the  Committee  may  participate  in the 1987 Plan
(approximately  980  persons),  other  than  highly  compensated  employees  who
participate  in the 1994 Plan.  No  employee  may  participate  if he would own,
directly or indirectly,  5% or more of the total combined  voting power or value
of all  classes  of Company  stock.  The  proposed  amendment  would  change the
exception to prohibit  participation by any highly compensated employee who is a
president,  vice president or director level  employee.  The proposed  change in
eligibility  will  provide  a  greater  opportunity  for  employees  other  than
executive  and  senior  officers  to  purchase  shares of Class A common  stock.
Opportunities  for stock ownership are provided to executive and senior officers
under the 1994 Plan and the proposed 2000 Plan. Moreover, limiting executive and
senior officers  opportunities for stock ownership to incentive based plans such
as  the  2000  Plan  is  consistent  with  the  Company's  overall  compensation
philosophy for executive and senior officers that a significant portion of total
compensation should be based on performance based incentive compensation.


Awards Under the 1987 Plan

Rights to purchase a maximum of 250 shares (unless  otherwise  determined by the
Committee)  will be  granted  to  eligible  employees  on such  dates  as may be
determined by the Committee.  The purchase price per share will be the lesser of
either 85% of the fair market value of the Class A common stock on the first day
of the offer and 85% of the fair market value of the Class A common stock at the
end of the Purchase  Period (as defined  below).  The  Committee may specify the
aggregate number of shares of Class A common stock available for purchase by all
eligible employees during a Purchase Period.


Exercise

All purchase rights are exercisable, in whole or in part, at any time during the
30-day period  following the date of grant (the  "Purchase  Period");  provided,
however,  that no employee may  exercise  his purchase  rights for less than the
minimum number of shares designated by the Committee and provided, further, that
an exercise  will not be effective  until the last day of the  Purchase  Period.
Each  purchase  right  granted under the 1987 Plan will expire at the end of the
Purchase Period.

In the event the employees  exercise  rights to purchase an aggregate  number of
shares in excess of the maximum number available  during a Purchase Period,  the
Committee  may adjust the number of shares which may be purchased by an employee
according to such non-discriminatory  rules and regulations as the Committee may
establish.


                                       22
<PAGE>

Termination and Amendment

The 1987 Plan will  terminate on such date as may be  determined by the Board of
Directors. The Board of Directors may amend or terminate the 1987 Plan, provided
that unless  approved by the  shareholders,  no amendment  will (i) increase the
maximum  number of shares of Class A common stock which may be  purchased  under
the 1987 Plan, except as permitted by the  anti-dilution  provisions of the 1987
Plan; (ii) modify the  requirements as to eligibility for  participation  in the
Plan;  (iii) change the class of  corporations  whose  employees will be granted
purchase  rights  under the Plan;  or (iv)  materially  increase the benefits to
participants under the 1987 Plan.


Limits on Transferability

Purchase rights are not  transferable  other than by will or the laws of descent
and distribution and are exercisable  during an employee's  lifetime only by the
employee.  In the event of termination of employment of an employee,  all rights
of the employee under the 1987 Plan will terminate.


Federal Income Tax Consequences

No income is  recognized  by an  employee on the grant or exercise of a purchase
right granted under the 1987 Plan. If the shares acquired upon exercise are held
for at least  two  years  from the date of grant  and one year  from the date of
exercise,  or in the event of the employee's  death (whenever  occurring)  while
owning the  shares,  the  lessor of the  discount  portion  of the option  price
(discount  from fair  market  value at time of grant) or the actual gain will be
ordinary income  (however,  the Company will not be allowed a deduction for this
amount);  any excess will be a long-term capital gain (in the case of a sale) or
eligible for a step-up in basis in  accordance  with rules  normally  applicable
with  respect to stock held by a decedent on death.  If the stock is disposed of
prior to the  expiration of the above holding  periods (other than on account of
death),  the excess of the fair market  value at the time of  exercise  over the
option price will be treated as ordinary  income to the employee and the Company
will be allowed a deduction in this amount.  Any additional  gain is a long-term
or  short-term  capital  gain  depending  on the holding  period.  If the amount
realized on the sale is less than the fair market value at the time of exercise,
the amount of ordinary income (and amount  deductible by the Company) is limited
to the amount of gain realized.


Future Grants

If the proposed amendment regarding the change in eligibility is approved, it is
anticipated that none of the Company's executive and senior officers,  including
the named executive officers, will participate in the 1987 Plan. It is presently
anticipated  that all other  employees will be given the opportunity to purchase
shares under the 1987 Plan in 2000.

On December 13,  1999,  the last  reported  sales price per share of the Class A
common stock on The Nasdaq Stock Market(R)was $7.56.


Vote Required

The  affirmative  vote of a majority of the votes  represented  and voted at the
Annual  Meeting  (assuming  a quorum is  present)  is  required  to approve  the
proposed  amendments  to  the  1987  Plan;  provided  that  a  majority  of  the
outstanding  shares of the Company's  stock are voted on the proposal.  Assuming
such  proviso is met,  any shares not voted at the  meeting  (whether  by broker
non-votes or otherwise, except abstention) have no impact on the vote. Shares as
to which  holders  abstain  from  voting  will be treated as votes  against  the
proposal.




                                       23
<PAGE>

                              CERTAIN TRANSACTIONS

The Company  purchases certain services from S. C. Johnson & Son, Inc. and other
organizations  controlled by Samuel C. Johnson,  a director of the Company,  and
the Johnson  Family  (including  Helen P.  Johnson-Leipold,  Chairman  and Chief
Executive  Officer  and a director  of the  Company)  including  consulting  and
administrative  services.  The Company  believes  that the amounts paid to these
organizations  are no greater  than the fair market value of the  services.  The
total amount incurred by the Company for the foregoing  services during the year
ended October 1, 1999 was approximately $415,000.


                              INDEPENDENT AUDITORS

KPMG LLP ("KPMG") served as the independent auditors for the purpose of auditing
the consolidated  financial statements of the Company for the year ended October
1, 1999.  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 year ending  September  29, 2000 until after the 2000 Annual
Meeting of Shareholders.


                              SHAREHOLDER PROPOSALS

All shareholder  proposals pursuant to Rule 14a-8 under the Securities  Exchange
Act of 1934, as amended  ("Rule  14a-8"),  for  presentation  at the 2001 Annual
Meeting of  Shareholders  must be received at the offices of the  Company,  1326
Willow Road, Sturtevant, Wisconsin 53177 by August 19, 2000 for inclusion in the
proxy  statement  and form of proxy  relating to the  meeting.  In  addition,  a
shareholder who otherwise intends to present business at the 2001 Annual Meeting
of  Shareholders  must comply with the  requirements  set forth in the Company's
Bylaws.  Among other  things,  to bring  business  before an annual  meeting,  a
shareholder must give written notice thereof,  complying with the Bylaws, to the
Secretary  of the Company not more than 90 days prior to the date of such annual
meeting and not less than the close of business on the later of (i) the 60th day
prior to such annual  meeting and (ii) the 10th day  following  the day on which
public announcement of the date of such meeting is first made. Under the Bylaws,
if the  Company  does not receive  notice of a  shareholder  proposal  submitted
otherwise than pursuant to Rule 14a-8 (i.e.,  proposals  shareholders  intend to
present at the 2001  Annual  Meeting of  Shareholders  but do not intend to have
included in the  Company's  proxy  statement and form of proxy for such meeting)
prior to the close of business on November 27, 2000 (assuming a January 25, 2001
meeting date), then the notice will be considered  untimely and the Company will
not be  required  to  present  such  proposal  at the  2001  Annual  Meeting  of
Shareholders.  If the Board of Directors chooses to present such proposal at the
2001 Annual Meeting of Shareholders, then the persons named in proxies solicited
by the Board of  Directors  for the 2001  Annual  Meeting  of  Shareholders  may
exercise  discretionary  voting  power with respect to such  proposal.  The 2001
Annual Meeting of  Shareholders  is tentatively  scheduled to be held on January
25, 2001.


             SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

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


                                       24
<PAGE>

during the year ended October 1, 1999, 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.


                                  OTHER MATTERS

The  Company  has filed an Annual  Report on Form 10-K with the  Securities  and
Exchange  Commission for the year ended October 1, 1999.  This Form 10-K will be
bound with the Company's 1999 Annual Report to  Shareholders  and mailed 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.  Other requests
for  copies  of the Form 10-K  should be  addressed  to the  Secretary,  Johnson
Worldwide Associates, Inc., 1326 Willow Road, Sturtevant, Wisconsin 53177 or via
the internet to: [email protected].

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.

Neither the Board of Directors nor management intends to bring before the Annual
Meeting any matters other than those referred to in the Notice of Annual Meeting
and this Proxy  Statement.  In the event that any other matters  shall  properly
come before the Annual 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
                                      Senior Vice President and Chief
                                      Financial Officer, Secretary and Treasurer



                                       25
<PAGE>

                                                                      Appendix A




                            PROPOSED AMENDMENT TO THE
                          ARTICLES OF INCORPORATION OF
                       JOHNSON WORLDWIDE ASSOCIATES, INC.



                  Proposed  additions and deletions  effected by the Name Change
Amendment are in bold type and indicated by overstriking, respectively.
EDGAR:  Deletions are in brackets.


                                    ARTICLE I

     The name of the Corporation  shall be [Johnson  Worldwide Associates, Inc.]
Johnson Outdoors Inc.



<PAGE>
                              Johnson Outdoors Inc.
                       2000 Long-Term Stock Incentive Plan


Section 1:     Purpose

The purpose of the Johnson  Outdoors Inc. 2000  Long-Term  Stock  Incentive Plan
(the "Plan") is to enhance the ability of Johnson  Outdoors Inc. (the "Company")
and its Affiliates  (as defined below) to attract and retain  employees who will
make substantial contributions to the Company's long-term business growth and to
provide  meaningful  incentives to such employees which are more directly linked
to the  profitability  of the Company's  businesses and increases in shareholder
value. In addition,  the Plan is designed to encourage and provide opportunities
for stock  ownership by such  employees  which will increase  their  proprietary
interest  in the  Company  and,  consequently,  their  identification  with  the
interests of the shareholders of the Company.

Section 2:     Definitions

As used in the Plan, the following terms have the respective  meanings set forth
below:

(a)  Affiliate  means  any  entity  that,   directly  or  through  one  or  more
     intermediaries,  is controlled by, controls or is under common control with
     the  Company or any entity in which the Company  has a  significant  equity
     interest as determined by the Committee.

(b)  Award  means any Stock  Option,  Stock  Appreciation  Right or Stock  Award
     granted under the Plan.

(c)  Board means the Board of Directors of the Company.

(d)  Code means the Internal Revenue Code of 1986, as amended from time to time.

(e)  Committee  means a committee  selected by the Board to administer  the Plan
     which  shall be  composed of not less than two members of the Board who are
     not employees of the Company.

(f)  Common  Stock  means  the  Class A Common  Stock,  $.05 par  value,  of the
     Company.

(g)  Company means Johnson  Outdoors Inc., a corporation  established  under the
     laws of the State of Wisconsin, and its Affiliates.

(h)  Fair Market Value  means,  with  respect to Common  Stock,  the fair market
     value of such property determined by such methods or procedures as shall be
     established from time to time by the Committee; provided, however, that the
     Fair Market Value shall not be less than the par value of the Common Stock;
     and  provided  further,  that so long as the  Common  Stock is  traded on a
     public market, Fair Market Value means the average of the high and low sale
     prices of a share of  Common  Stock in the  over-the-counter  market on the
     specified  date,  as  reported by the Nasdaq  Stock  Market (or if no sales
     occurred


<PAGE>

     on such date, the last preceding date on which sales  occurred);  provided,
     however,  that if the  principal  market  for the  Common  Stock  is then a
     national securities exchange, the Fair Market Value shall be the average of
     the high and low sale  prices of a share of Common  Stock on the  principal
     securities  exchange on which the Common  Stock is traded on the  specified
     date (or if no sales  occurred  on such date,  the last  preceding  date on
     which sales occurred).

(i)  Incentive Stock Option,  or ISO, means an option to purchase Shares granted
     under Section 7(b) of the Plan that is intended to meet the requirements of
     Section 422 of the Code or any successor provision.

(j)  1934 Act means the Securities Exchange Act of 1934, as amended from time to
     time.

(k)  Nonqualified  Stock  Option,  or NQSO,  means an option to purchase  Shares
     granted  under  Section  7(b) of the Plan that is not  intended to meet the
     requirements of Section 422 of the Code or any successor provision.

(l)  Participant  means a person  selected by the  Committee (or its delegate as
     provided under Section 4) to receive an Award under the Plan.

(m)  Reporting Person means an individual who is subject to Section 16 under the
     1934 Act or any successor rule.

(n)  Shares means shares of Common Stock of the Company.

(o)  Stock  Appreciation  Right,  or SAR,  means any right granted under Section
     7(c) of the Plan.

(p)  Stock Award means an award granted under Section 7(d) of the Plan.

(q)  Stock  Option  means an  Incentive  Stock  Option or a  Nonqualified  Stock
     Option.

Section 3:     Effective Date and Term of Plan

The Plan shall be effective as of December 13, 1999,  subject,  however,  to the
approval  of the Plan by the  shareholders  of the  Company  within  twelve (12)
months of such  effective  date.  No  Awards  may be made  under the Plan  after
December 13, 2009,  or earlier  termination  of the Plan by the Board.  However,
unless  otherwise  expressly  provided  in the  Plan or in an  applicable  Award
agreement,  any Award  granted prior to the  termination  date may extend beyond
such  date,  and,  to the  extent set forth in the Plan,  the  authority  of the
Committee to amend, alter,  adjust,  suspend,  discontinue or terminate any such
award,  or to waive any  conditions  or  restrictions  with  respect to any such
Award,  and the  authority of the Board to amend the Plan,  shall extend  beyond
such date.



                                       2
<PAGE>

Section 4:     Administration

The Plan shall be  administered  by the Committee.  If at any time the Committee
shall not be in  existence,  the Board shall  administer  the Plan,  and in such
case, all references to the Committee herein shall include the Board.

Subject to the terms of the Plan and  applicable  law, the Committee  shall have
full power and authority to: (i) designate Participants; (ii) determine the type
or types of Awards  to be  granted  to each  Participant  under the Plan;  (iii)
determine  the  number of  Shares to be  covered  by (or with  respect  to which
payments,  rights or other  matters are to be  calculated  in  connection  with)
Awards granted to  Participants;  (iv) determine the terms and conditions of any
Award granted to a Participant; (v) determine whether, to what extent, and under
what circumstances Awards granted to Participants may be settled or exercised in
cash,  Shares,  other securities,  other Awards, or other property or cancelled,
forfeited or suspended to the extent permitted in Section 9 of the Plan, and the
method  or  methods  by  which  Awards  may be  settled,  exercised,  cancelled,
forfeited  or  suspended;  (vi)  interpret  and  administer  the  Plan  and  any
instrument  or  agreement  relating  to, or Award made  under,  the Plan;  (vii)
establish,  amend,  suspend or waive such rules and regulations and appoint such
agents as it shall deem appropriate for the proper  administration  of the Plan;
and  (viii)  make any other  determination  and take any other  action  that the
Committee deems necessary or desirable for the administration of the Plan.

Unless   otherwise   expressly   provided   in  the  Plan,   all   designations,
determinations, interpretations and other decisions under or with respect to the
Plan or any Award shall be within the sole  discretion of the Committee,  may be
made at any time,  and shall be final,  conclusive and binding upon all persons,
including the Company, any Affiliate, any Participant, any holder or beneficiary
of any  Award,  any  shareholder  and  any  employee  of the  Company  or of any
Affiliate.  To the extent  permitted by applicable law and the provisions of the
Plan,  the Committee  may delegate to one or more employee  members of the Board
the power to make Awards to Participants who are not Reporting  Persons.  To the
extent the Committee  has  delegated  any of its  authority  and  responsibility
hereunder to another person or persons, references to the Committee herein shall
include such other person or persons as appropriate.

Section 5:     Eligibility

Any Company  employee  shall be eligible to receive an Award under the Plan.  In
addition,  consultants  and advisors to the Company shall be eligible to receive
Nonqualified  Stock Options  under Section 7(b) of the Plan,  provided that bona
fide services are rendered by such consultants or advisors and such services are
not in  connection  with the offer or sale of  securities  in a  capital-raising
transaction.

Section 6:     Stock Available for Awards

(a)  Common Shares Available.  Subject to adjustment as provided in Section 6(c)
     below,  the maximum  number of Shares  available  for Awards under the Plan
     shall be 600,000.



                                       3
<PAGE>

(b)  Share Usage Limits. For the period that the Plan is in effect the aggregate
     number  of  Shares  that  shall  be  granted  as  Stock  Awards  and  Stock
     Appreciation  Rights shall not exceed  100,000  Shares.  Additionally,  the
     aggregate  number of Shares that could be awarded to any one Participant of
     the Plan  during any fiscal year of the  Company  shall not exceed  200,000
     Shares. In all cases,  determinations under this Section 6(b) shall be made
     in a manner that is consistent  with the  exemption  for  performance-based
     compensation  provided  by  Section  162(m)  of the Code (or any  successor
     provision thereto) and any regulation promulgated hereunder.

(c)  Adjustments.  In the event of any stock dividend,  stock split, combination
     or  exchange   of  Shares,   merger,   consolidation,   spin-off  or  other
     distribution  (other  than  normal  cash  dividends)  of Company  assets to
     shareholders, or any other change affecting Shares, such that an adjustment
     is  determined  by the  Committee  to be  appropriate  in order to  prevent
     dilution or enlargement of the benefits or potential  benefits  intended to
     be made available  under the Plan or any Award,  then the Committee may, in
     such  manner  as it may  deem  equitable,  adjust  any  or  all of (i)  the
     aggregate number and type of Shares that may be issued under the Plan, that
     may be issued as Stock Awards and Stock Appreciation Rights, or that may be
     issued to one Participant  during any fiscal year; (ii) the number and type
     of Shares covered by each outstanding  Award made under the Plan; and (iii)
     the exercise,  base or purchase price per Share for any  outstanding  Stock
     Option, Stock Appreciation Right and other Awards granted under the Plan.

(d)  Common Stock Usage.  If, after the effective  date of the Plan,  any Shares
     covered by an Award granted under the Plan, or to which any Award  relates,
     are forfeited or if an Award otherwise terminates,  expires or is cancelled
     prior  to the  delivery  of all of the  Shares  or of  other  consideration
     issuable  or  payable  pursuant  to such  Award,  then the number of Shares
     counted against the number of Shares available under the Plan in connection
     with the  grant  of such  Award,  to the  extent  of any  such  forfeiture,
     termination,  expiration  or  cancellation,  shall again be  available  for
     granting  of  additional  Awards  under  the  Plan.   Notwithstanding   the
     foregoing,  in the event of the  cancellation of an Award with respect to a
     Participant to whom Section 162(m) of the Code applies,  the Shares subject
     to such cancelled  Award shall  continue to be counted  against the maximum
     number of Shares which may be granted to the Participant under the Plan.

Section 7:     Awards

(a)  General.  The Committee  shall  determine the type or types of Award(s) (as
     set forth below) to be made to each Participant and shall approve the terms
     and  conditions of all such Awards in  accordance  with Sections 4 and 8 of
     the Plan. Awards may be granted  singularly,  in combination,  or in tandem
     such that the settlement of one Award automatically  reduces or cancels the
     other. Awards may also be made in replacement of, as alternatives to, or as
     form of payment for grants or rights under any other employee  compensation
     plan or  arrangement  of the Company,  including  the plans of any acquired
     entity.



                                       4
<PAGE>

(b)  Stock  Options.  A Stock Option shall confer on a Participant  the right to
     purchase a specified  number of Shares from the Company  with the terms and
     conditions as set forth below and with such additional terms and conditions
     as the Committee shall determine.

     The Committee  shall establish the purchase price per Share under the Stock
     Option at the time each Stock  Option is awarded,  provided  that the price
     shall not be less than 100% of the Fair Market  Value on the date of award.
     Stock Options may be in the form of ISOs or NQSOs. If a Participant owns or
     is  deemed to own (by  reason of the  attribution  rules  applicable  under
     Section  424(d) of the Code) more than 10% of the combined  voting power of
     all classes of stock of the Company or any subsidiary or parent corporation
     and an ISO is awarded to such  Participant,  the option  price shall not be
     less than 110% of the Fair  Market  Value at the time such ISO is  awarded.
     The aggregate  Fair Market Value at time of grant of the Shares  covered by
     ISOs  exercisable by any one optionee in any calendar year shall not exceed
     $100,000  (or such other limit as may be  required  by the Code);  provided
     that to the extent such limit is exceeded, the ISO's shall automatically be
     deemed to be NQSOs.

     The term of each Stock  Option shall be fixed by the  Committee;  provided,
     however,  that in no event  shall  the term of any  Stock  Option  exceed a
     period of ten years from the date of its grant. A Stock Option shall become
     exercisable  in such  manner and within  such period or periods and in such
     installments  or otherwise as shall be determined by the Committee.  Except
     as provided below, payment of the exercise price of a Stock Option shall be
     made at the time of exercise  in cash or such other forms as the  Committee
     may approve, including by tendering, by either actual delivery of shares or
     by  attestation,  shares  valued at their Fair Market  Value on the date of
     exercise,  or in a  combination  of forms.  The  Committee  may also permit
     Participants  to have the option price delivered to the Company by a broker
     pursuant  to  an  arrangement   whereby  the  Company,   upon   irrevocable
     instructions  from a  Participant,  delivers  the  exercised  Shares to the
     broker.

(c)  Stock  Appreciation   Rights  (SARs).  An  SAR  grant  shall  confer  on  a
     Participant the right to receive,  upon exercise,  an amount  determined by
     multiplying:  (i) the positive difference,  if any, between the Fair Market
     Value  of a Share  on the date of  exercise  and the base  price of the SAR
     contained  in the terms and  conditions  of the Award by (ii) the number of
     Shares with respect to which the SAR is exercised.  Subject to the terms of
     the Plan, the grant price, term, methods of exercise, methods of settlement
     (including  whether  the  Participant  will  be  paid in  cash,  Shares  or
     combination  thereof),  and any other terms and conditions of any SAR shall
     be determined by the Committee. Shares issued in settlement of the exercise
     of SARs  shall be  valued  at their  Fair  Market  Value on the date of the
     exercise.  The Committee  shall  establish the base price of the SAR at the
     time the SARs are awarded,  provided  that the base price shall not be less
     than 100% of the Fair Market  Value on the date of award or the exercise or
     payment  price of the  related  Award if the SAR is granted in  combination
     with or in tandem  with  another


                                       5
<PAGE>

     Award.  The Committee may impose such  conditions  or  restrictions  on the
     exercise of any SAR as it may deem appropriate.

(d)  Stock  Awards.  A Stock Award shall  confer on a  Participant  the right to
     receive a  specified  number of Shares or a cash  equivalent  payment  or a
     combination  thereof,  subject  to the terms and  conditions  of the Award,
     which  may  include   forfeitability   contingencies   based  on  continued
     employment with the Company or on meeting specified performance criteria or
     both. The Committee shall determine the restriction or performance  period,
     the  performance  goals or targets to be  achieved  during any  performance
     period,  the  proportion  of payments,  if any, to be made for  performance
     between the minimum and full performance levels, the restrictions,  if any,
     applicable to any Shares  awarded or received  upon payment of  performance
     shares or units,  and any other terms,  conditions and rights relating to a
     grant of Stock Awards.  A Stock Award may be in the form of Shares or Share
     units.  The  Committee  may also grant Stock Awards that are not subject to
     any  restrictions.  The Committee may provide that, during a performance or
     restriction period, a Participant shall be paid cash amounts,  with respect
     to each Stock Award held by such  Participant,  in the same manner,  at the
     same time and in the same amount paid, as a cash  dividend on a Share.  Any
     other provision of the Plan to the contrary notwithstanding,  the Committee
     may at any time adjust  performance  goals (up or down) and minimum or full
     performance levels (and any intermediate  levels and proportion of payments
     related  thereto),  adjust  the  manner  in  which  performance  goals  are
     measured,  or shorten any  performance  period or waive in whole or in part
     any or all  remaining  restrictions  with  respect  to  Shares  subject  to
     restrictions,  if the Committee  determines that conditions,  including but
     not limited to, changes in the economy,  changes in competitive conditions,
     changes in laws or governmental regulations,  changes in generally accepted
     accounting  principles,  changes  in  the  Company's  accounting  policies,
     acquisitions  or  dispositions  by the  Company or its  Affiliates,  or the
     occurrence  of  other  unusual,  unforeseen  or  extraordinary  events,  so
     warrant.

     Notwithstanding the foregoing, the Committee may designate whether any such
     Award is intended to qualify as "performance-based compensation" within the
     meaning of Code  Section  162(m)  ("Performance-Based  Compensation").  Any
     Award designated as Performance-Based  Compensation shall be conditioned on
     the  achievement  of one or  more of the  following  performance  goals  or
     targets, as selected by the Committee: revenues, earnings per share, return
     on shareholder equity, return on average total capital employed,  return on
     net assets  employed before interest and taxes and/or economic value added.
     For Awards intended to be Performance-Based Compensation, the grant of such
     Award and the  establishment of the performance  goal(s) or target(s) shall
     be made  during the period  required  under Code  Section  162(m),  and the
     Committee  shall not have discretion to increase the amount of compensation
     payable that would  otherwise be due upon the  Participant's  attainment of
     the performance goal(s) or target(s).



                                       6
<PAGE>

Section 8:     General Provisions Applicable to Awards

(a)  No Consideration for Awards. Awards shall be granted to Participants for no
     cash consideration unless otherwise determined by the Committee.

(b)  Transferability  and  Exercisability.  No Award  subject to the Plan and no
     right  under any such Award  shall be  assignable,  alienable,  saleable or
     otherwise transferable by the Participant other than by will or the laws of
     descent and distribution;  provided,  however,  that if so permitted by the
     Committee,  a Participant may (i) designate a beneficiary or  beneficiaries
     to exercise the Participant's  rights and receive any  distributions  under
     the Plan upon the Participant's death and (ii) transfer an Award.

(c)  General Restrictions.  Each Award shall be subject to the requirement that,
     if at any time the Committee shall determine, in its sole discretion,  that
     the listing, registration or qualification of any Award under the Plan upon
     any  securities  exchange or under any state or federal law, or the consent
     or approval of any government regulatory body, is necessary or desirable as
     a condition  of, or in connection  with,  the granting of such Award or the
     grant or settlement thereof,  such Award may not be exercised or settled in
     whole or in part unless such listing, registration,  qualification, consent
     or  approval  have been  effected or obtained  free of any  conditions  not
     acceptable to the Committee.

(d)  Grant Terms and  Conditions.  The Committee  shall determine the provisions
     and duration of grants made under the Plan, including the option prices for
     all Stock Options, the base prices for all SARs, the consideration, if any,
     to be required from Participants for Stock Awards, and the conditions under
     which a  Participant  will retain rights under the Plan in the event of the
     Participant's  termination  of  employment  while  holding any  outstanding
     Awards.

(e)  Tax Withholding.  The Company shall have the right, upon issuance of Shares
     or payment  of cash in respect of an Award,  to reduce the number of Shares
     or amount of cash, as the case may be, otherwise issuable or payable by the
     amount necessary to satisfy any federal,  state or local  withholding taxes
     or to take such other  actions  as may be  necessary  to  satisfy  any such
     withholding  obligations.  The  Committee  may  require  or  permit  Shares
     including  previously  acquired  Shares and Shares that are part of, or are
     received  upon  exercise of the Award,  to be used to satisfy  required tax
     withholding  and such Shares  shall be valued at their Fair Market Value on
     the date the tax withholding is effective.

(f)  Documentation  of Grants.  Awards made under the Plan shall be evidenced by
     written  agreements in such form (consistent with the terms of the Plan) or
     such other appropriate documentation as shall be approved by the Committee.
     The  Committee  need  not  require  the  execution  of  any  instrument  or
     acknowledgement  of  notice  of an Award  under  the  Plan,  in which  case
     acceptance  of such Award by the  respective  Participant  will  constitute
     agreement to the terms of the Award.



                                       7
<PAGE>

(g)  Settlement.  Subject  to the  terms of the Plan  and any  applicable  Award
     agreement,  the Committee  shall  determine  whether  Awards are settled in
     whole or in part in  cash,  Shares,  or other  Awards.  The  Committee  may
     require or permit a  Participant  to defer all or any  portion of a payment
     under the Plan,  including  the  crediting of interest on deferred  amounts
     denominated in cash.

(h)  Change in Control.  In order to preserve a  Participant's  rights  under an
     Award  in the  event of a Change  in  Control  (as  defined  below)  of the
     Company,  the Committee in its discretion may, at the time an Award is made
     or at any time thereafter,  take one or more of the following actions:  (i)
     provide for the acceleration of any time period relating to the exercise or
     realization  of the Award,  (ii) provide for the purchase of the Award upon
     the  Participant's  request  for an amount of cash or other  property  that
     could have been received upon the exercise or  realization of the Award had
     the Award been currently exercisable or payable,  (iii) adjust the terms of
     the Award in a manner  determined by the Committee to reflect the Change in
     Control,  (iv) cause the Award to be  assumed,  or new  rights  substituted
     therefore,  by  another  entity,  or (v) make such other  provision  as the
     Committee may consider  equitable and in the best interests of the Company.
     For  purposes  of this Plan,  a Change in  Control  shall be deemed to have
     occurred if the Johnson Family (as defined below) shall at any time fail to
     own stock of the Company  having,  in the  aggregate,  votes  sufficient to
     elect at least a fifty-one  percent (51%)  majority of the directors of the
     Company.  Johnson  Family shall mean at any time,  collectively,  Samuel C.
     Johnson,  his wife and their  children and  grandchildren,  the executor or
     administrators  of the  estate or other  legal  representative  of any such
     person,  all trusts for the benefit of the  foregoing or their heirs or any
     one or more of them, and all  partnerships,  corporations or other entities
     directly or  indirectly  controlled  by the foregoing or any one or more of
     them.

Section 9:     Miscellaneous

(a)  Plan  Amendment.  The Board  may  amend,  alter,  suspend,  discontinue  or
     terminate the Plan as it deems  necessary or  appropriate to better achieve
     the purposes of the Plan; provided, however, that no amendment, alteration,
     suspension,  discontinuation or termination of the Plan shall in any manner
     (except  as  otherwise  provided  in the Plan)  adversely  affect any Award
     granted  and then  outstanding  under the Plan  without  the consent of the
     respective Participant.

     The  Committee  may,  in whole or in part,  waive any  conditions  or other
     restrictions with respect to, and may amend, alter, suspend, discontinue or
     terminate any Award granted under the Plan to a Participant,  prospectively
     or  retroactively,  but  no  such  action  shall  impair  the  rights  of a
     Participant  without  his or her  consent,  except  as  otherwise  provided
     herein.

(b)  No Right to  Employment.  No  person  shall  have any  claim or right to be
     granted  an Award,  and the grant of an Award  shall  not be  construed  as
     giving  a  Participant  the  right to  continued  employment.  The  Company
     expressly reserves the right at any time


                                       8
<PAGE>

     to dismiss a  Participant  free from any liability or claim under the Plan,
     except as expressly provided by an applicable Award.

(c)  No Rights as  Shareholder.  Only upon  issuance of Shares to a  Participant
     (and only in  respect  to such  Shares)  shall the  Participant  obtain the
     rights of a shareholder,  subject,  however,  to any limitations imposed by
     the terms of the applicable Award.

(d)  No Fractional  Shares.  No fractional  shares or other  securities shall be
     issued  under the Plan,  however,  the  Committee  may  provide  for a cash
     payment as settlement in lieu of any fractional shares.

(e)  Other  Company  Benefit  and  Compensation  Programs.  Except as  expressly
     determined by the Committee, settlements of Awards received by Participants
     under  this Plan  shall not be deemed as part of a  Participant's  regular,
     recurring  compensation  for purposes of  calculating  payments or benefits
     from any Company benefit or severance  program (or severance pay law of any
     country).   The  above   notwithstanding,   the  Company  may  adopt  other
     compensation  programs,  plans or arrangements  as it deems  appropriate or
     necessary.

(f)  Unfunded Plan. Unless otherwise determined by the Committee, the Plan shall
     be unfunded  and shall not create (or be  construed to create) a trust or a
     separate  fund(s).  The Plan shall not create  any  fiduciary  relationship
     between the Company and any Participant or other person.  To the extent any
     person holds any rights by virtue of an Award granted under the Plan,  such
     right shall be no greater than the right of an unsecured  general  creditor
     of the Company.

(g)  Successors and  Assignees.  The Plan shall be binding on all successors and
     assignees of a Participant,  including,  without limitation,  the estate of
     such Participant and the executor, administrator or trustee of such estate,
     or  any  receiver  or  trustee  in  bankruptcy  or  representative  of  the
     Participant's creditors.

(h)  Governing  Law. The validity,  construction  and effect of the Plan and any
     actions  taken  under or  relating  to the  Plan  shall  be  determined  in
     accordance  with the laws of the State of Wisconsin and applicable  federal
     law.


<PAGE>
                       JOHNSON WORLDWIDE ASSOCIATES, INC.
                       1987 EMPLOYEES' STOCK PURCHASE PLAN

1.             Purpose.

The Johnson Worldwide Associates,  Inc. 1987 Employees' Stock Purchase Plan (the
"Plan") has been established by Johnson Worldwide Associates,  Inc., a Wisconsin
corporation  (the  "Company"),  to  allow  employees  of  the  Company  and  its
subsidiaries to purchase shares of Class A Common Stock of the Company ("Company
Shares") and thereby share in the ownership of the Company. The Plan is intended
to comply with the  requirements of Section 423 of the Internal  Revenue Code of
1986, as amended (the "Code").

2.             Company Shares Available for Purchase.

Subject to  adjustment,  in accordance  with Paragraph 13, the maximum number of
Company  Shares  which may be  purchased  pursuant to the Plan shall be 150,000.
Company  Shares issued under the Plan may be authorized  and unissued  shares or
treasury shares of the Company.

3.             Administration.

The Plan shall be  administered  by a committee of the Board of Directors of the
Company consisting of not less than two (2) directors appointed for such purpose
(the "Compensation Committee").  The members of the Compensation Committee shall
not, during the one-year period preceding their  appointment to the Compensation
Committee  or during  such  service,  have been  granted or  awarded  any equity
securities, purchase rights or options pursuant to the Plan or any other plan of
the  Company  or  its   subsidiaries,   except  as   otherwise   permitted   for
"disinterested  persons"  within the meaning of Rule 16b-3 under the  Securities
Exchange Act of 1934 or any  successor  provision.  A majority of the members of
the Compensation  Committee shall constitute a quorum. All determinations of the
Compensation  Committee shall be made by at least a majority of its members. Any
decision or determination reduced to writing and signed by all of the members of
the Compensation Committee shall be fully as effective as it if had been made by
a unanimous vote at a meeting duly called and held.

In accordance with the provisions of the Plan, the Compensation  Committee shall
establish  such terms and  conditions  for the grants of purchase  rights as the
Compensation  Committee  may deem  necessary or  advisable,  adopt such rules or
regulations  which may become  necessary or advisable  for the  operation of the
Plan,  and  make  such  determinations,  and take  such  other  actions,  as are
expressly  authorized or  contemplated in the Plan or as may be required for the
proper administration of the Plan in accordance with its terms. The Compensation
Committee,   in  its   discretion,   may  appoint  an   individual   (the  "Plan
Administrator")  to assist the  Compensation  Committee  in  corresponding  with
employees,  with  record  keeping and in  performing  other  administerial  type
functions  in  connection  with  the  Plan;  provided,  however,  that  the Plan
Administrator shall exercise no discretion with respect to the interpretation of
the Plan or the of rights to purchase  Company Shares  pursuant to the


<PAGE>

Plan.  The  interpretation  of any  provision  of the  Plan by the  Compensation
Committee and any  determination  on the matters  referred to in this  paragraph
shall be final.

4.             Eligibility.

From time to time the  Compensation  Committee  shall  designate  from the group
consisting of the Company,  its parent and  subsidiary  corporations  (which may
include  corporations  having become a parent or subsidiary of the Company after
the  effective  date  of  the  Plan),  the  corporations   whose  employees  may
participate in the Plan (a "Designated Corporation").  On any date as of which a
determination of eligibility is made, the term "Eligible  Employee" shall mean a
"full-time"  employee of a  Designated  Corporation  who is of legal age for the
purpose of  executing a binding  contract  not subject to  disaffirmance  in the
state of his  residence,  other than a "highly  compensated  employee"  who is a
president,   vice   president  or  director   level  employee  of  a  Designated
Corporation.  For purposes of the Plan, (a) "full-time" employee of a Designated
Corporation  means an employee  thereof who customarily  works at least 20 hours
per week and more than five  months per  calendar  year,  (b)  "subsidiary"  and
"parent" have the meanings  given such terms in Section 425 of the Code, and (c)
"highly  compensated  employee"  has the  meaning  given to such term in Section
414(q) of the Code.

5.             Grant of Purchase Rights.

In the  discretion of the  Compensation  Committee,  each calendar year, or more
frequently  if deemed  appropriate,  beginning on such date as the Committee may
specify (the "Grant Date"),  each employee who is then an Eligible Employee of a
Designated  Corporation  shall  automatically be granted the right to purchase a
maximum of 250 Company Shares. In its discretion, the Compensation Committee may
change the  maximum  number of Company  Shares  available  for  purchase by each
Eligible  Employee;  provided  that the maximum  number of shares  available for
purchase shall be the same for all Eligible Employees and all Eligible Employees
shall have the same  rights and  privileges  with  respect  to the  purchase  of
Company Shares under the Plan.  However,  nothing contained herein shall require
the Compensation  Committee to cause any purchase rights to be granted hereunder
during any calendar year and the Compensation  Committee may, in connection with
any  grant of  rights,  specify  the  maximum  number of  Company  Shares in the
aggregate  available for purchase by all Eligible  Employees during any Purchase
Period (the "Maximum Number of Purchase Period Company Shares").

Each purchase right shall be exercisable  during the 30-day period following the
Grant Date (such period is  hereinafter  referred to as the "Purchase  Period"),
subject to the  limitations  provided  in  paragraphs  2 and 8. In the event the
Compensation  Committee decides to cause any purchase rights to be granted under
the Plan,  the Company  shall send to each  Eligible  Employee a written  notice
specifying the Grant Date and the terms and  conditions of the right,  including
the purchase price per share of Company Shares subject to such right. No Company
Shares may be issued  pursuant  to the  exercise of  purchase  rights  after the
maximum number of Company Shares provided for in paragraph 2 has been purchased.
Each purchase  right granted  pursuant to this paragraph 5 shall expire at 12:00
P.M., 30 days after the Grant Date.



                                       2
<PAGE>

6.             Exercise of Purchase Rights.

Subject to the limitations  elsewhere in the Plan,  including the limitations on
exercise  set forth in  paragraph  8,  employees  may  exercise  their rights to
purchase  Company  Shares  granted under the Plan, in whole,  or in part, at any
time during the Purchase Period;  provided,  however,  that no employee shall be
entitled to exercise his purchase  rights for less than the  Applicable  Minimum
Number, as defined below, of Company Shares. Employees wishing to exercise their
rights to purchase Company Shares granted under the Plan shall make applications
on forms prescribed by the Compensation  Committee,  which forms shall be deemed
to include  the full  terms and  conditions  of the Plan.  Each  application  to
purchase  Company Shares shall be accompanied by payment in full to the Company,
in cash or its  equivalent,  of the purchase price for such Company  Shares.  An
application on the prescribed  form,  properly  completed and accompanied by the
required  payment,  shall be  deemed  to be  accepted  as of the last day of the
Purchase Period, subject to adjustment in the number of Company Shares which may
be purchased by the Eligible Employee as provided for pursuant to this paragraph
6.  Notwithstanding  the  foregoing,  no  application  shall be accepted  unless
received by the Plan  Administrator  or postmarked,  if delivered by mail, on or
before the last day of the Purchase  Period.  For purposes of this  paragraph 6,
the "Applicable  Minimum Number" of Company Shares which may be purchased during
a Purchase Period shall be such number of shares as the Compensation  Committee,
in its discretion, may determine.

If  applications to purchase a number of Company Shares in excess of the Maximum
Number of Purchase Period Company Shares are received by the Plan Administrator,
each employee  properly  exercising  purchase rights during such Purchase Period
shall be entitled to purchase the number of Company Shares determined by the sum
of:

          (a) the Applicable Minimum Number of Company Shares; and

          (b)  a  pro  rata  portion  of  the  Company  Shares  available  after
     satisfying each employee's  minimum  purchase rights based on the number of
     shares with  respect to which such  employee  has  exercised  his  purchase
     rights  and the  aggregate  number  of  shares  with  respect  to which all
     employees have exercised purchase rights during the Purchase Period.

Notwithstanding  any other  provisions  in this  paragraph  6, the  Compensation
Committee  may adjust the number of Company  Shares which may be purchased by an
employee  according  to such  non-discriminatory  rules and  regulations  as the
Compensation Committee may establish.

7.             Purchase Price.

The purchase price per share of each purchase right granted under the Plan shall
be the  lesser  of (a)  85% of the  fair  market  value,  as  determined  by the
Compensation  Committee, of a Company Share on the Grant Date and (b) 85% of the
fair market value,  as determined by the  Compensation  Committee,  of a Company
Share at the end of the Purchase  Period.  Unless  otherwise  determined  by the
Compensation  Committee,  the fair market value of a Company  Share shall be the
closing price of a Company Share in the  over-the-counter  market on the


                                       3
<PAGE>

trading date  preceding the specified  date, as reported by the Nasdaq  National
Market (or if such day is a day for which no closing  price for a Company  Share
is so set  forth,  the next  preceding  day for which a closing  price is so set
forth). Notwithstanding the foregoing, the purchase price per share of a Company
Share shall in no event be less than the par value of a Company Share.

8.             Individual Limitation.

No employee shall be granted the right to purchase any Company Shares  hereunder
if such employee would own, directly or indirectly,  stock possessing 5% or more
of the  total  combined  voting  power or value of all  classes  of stock of the
Company or any subsidiary or any parent of the Company.  For purposes of this 5%
limitation,  an  employee  will be  considered  as owning  all  stock  which the
employee may purchase under any outstanding  right or option,  regardless of the
characterization  and  treatment of such right or option  under the Code,  and a
right or option will be  considered  outstanding  even though under its terms it
may be exercised  only in  installments  or only after the expiration of a fixed
period of time. An employee will be considered as owning stock  attributable  to
him pursuant to Section 425(d) of the Code. Moreover, no employee may be granted
a right to purchase  Company Shares under the Plan which permits such employee's
rights to purchase  stock under the Plan and all employee  stock  purchase plans
(as  defined  in  Section  423 of the Code) of the  Company  and its  parent and
subsidiary  corporations  to accrue at a rate which exceeds  $25,000 of the fair
market  value of such stock  (determined  at the time such right is granted) for
each calendar year in which such right is  outstanding at any time. The right to
purchase  Company  Shares shall be deemed to accrue when the right or option (or
any part thereof) first becomes exercisable during the calendar year.

9.             Limitations on Exercise of Purchase Rights.

Purchase rights granted under the Plan shall not become  exercisable  until such
time as the  Company  Shares  which may be issued  pursuant to the Plan (i) have
been  registered  under the Securities Act of 1933, as amended (the "Act"),  and
any applicable state and foreign  securities laws; or (ii) in the opinion of the
Company's  counsel,  may be issued  pursuant to an exemption  from  registration
under the Act and in compliance with any applicable state and foreign securities
laws.

10.            Stock Certificates.

Certificates  covering  the  Company  Shares  purchased  under the Plan shall be
issued as soon as  reasonably  practicable  after  the last day of the  Purchase
Period.  The  Company  will pay all stamp taxes and the like,  and all fees,  in
connection with such issue.

11.            Nontransferability of Purchase Rights.

An  employee's  right to exercise  purchase  rights  under the Plan shall not be
transferable  by such  employee and may be exercised  only by the  employee.  An
employee's  right to  exercise


                                       4
<PAGE>

purchase  rights may not be sold,  transferred,  pledged,  assigned or otherwise
alienated or hypothecated.

12.            Termination of Employment.

In the event of termination of employment of an employee,  whether on account of
death, discharge, resignation or any other reason, all rights of the employee to
exercise purchase rights under the Plan shall terminate.

13.            Adjustments.

In order to prevent dilution or enlargement of purchase rights,  in the event of
reorganization,  recapitalization,  stock split, stock dividend,  combination of
shares,   merger,   consolidation  or  other  change  in  Company  Shares,   the
Compensation  Committee shall make appropriate  changes in the number of Company
Shares  which may be purchased  pursuant to the Plan,  and the number of Company
Shares  covered by, and the purchase  price  under,  each  outstanding  purchase
right, and such other changes in the Plan and outstanding purchase rights as the
Compensation  Committee may deem appropriate under the circumstances.  No rights
to purchase a fractional Company Share shall result from any such change.

14.            Restrictions on Stock Transferability.

The Compensation Committee shall impose such non-discriminatory  restrictions on
the  transfer  of any shares of stock  acquired  pursuant  to the  exercise of a
purchase  right  under  the Plan as it may deem  advisable,  including,  without
limitation,  restrictions  under  applicable  Federal  securities law, under the
requirements  of any stock  exchange  upon which  such  shares of stock are then
listed,  if any, and under any state and foreign  securities  laws applicable to
such shares.

15.            Amendment/Termination.

The Board of Directors may amend or terminate the Plan at any time, but any such
amendment or termination (other than an adjustment contemplated by paragraph 13)
shall not affect  purchase  rights  outstanding  at the time thereof;  provided,
however,  that the Board of  Directors  may not,  without  the  approval  of the
shareholders  of the Company,  amend the Plan to (i) increase the maximum number
of  Company  Shares  which may be  purchased  pursuant  to the Plan  (except  as
provided in paragraph 13); (ii) modify the  requirements  as to eligibility  for
participation  in the  Plan;  (iii)  change  the  class  of  corporations  whose
employees  will be granted  purchase  rights under the Plan; or (iv)  materially
increase the benefits to participants under the Plan.

16.            Applicable Law.

The Plan shall, to the extent not inconsistent  with applicable  federal law, be
construed under the laws of the State of Wisconsin.



                                       5
<PAGE>

17.            Effective Date.

The Plan shall  become  effective as of the date of its adoption by the Board of
Directors  of the Company,  subject to approval of the Plan by the  shareholders
within  twelve months of such  effective  date.  Purchase  rights may be granted
prior to such approval,  provided that such purchase  rights shall be subject to
such approval and shall not be exercised until after such approval.

Amended December 13, 1999

<PAGE>
CLASS A COMMON STOCK              PROXY

                       JOHNSON WORLDWIDE ASSOCIATES, INC.
           ANNUAL MEETING OF SHAREHOLDERS TO BE HELD FEBRUARY 17, 2000

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

The undersigned  constitutes and appoints HELEN P.  JOHNSON-LEIPOLD  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  Company's  Headquarters,  located at 1326 Willow Road,  Sturtevant,
Wisconsin,  on Thursday,  February 17, 2000,  10:00 a.m.  local time, and at any
adjournment or postponement thereof:

The Board of Directors recommends a vote FOR Items 1, 2, 3 and 4.

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 AND FOR ITEMS 2, 3 AND 4.

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


               DETACH BELOW AND RETURN USING THE ENVELOPE PROVIDED


             JOHNSON WORLDWIDE ASSOCIATES, INC. 2000 ANNUAL MEETING

1.  ELECTION OF DIRECTORS               [ ] FOR all nominees  [ ]  WITHHOLD
    By Holders of Class A Common Stock      listed to the          AUTHORITY to
                                            left (except as        vote for all
                                            specified  below).     nominees
         1- Glenn N. Rupp                                          listed to the
                                                                   left.
         2 -Terry E. London
                                          --------------------------------------
(Instructions: To withhold authority t
vote for any individual nominee, write
the number(s) of the nominee(s) in the
box provided to the right.)
                                          --------------------------------------

2.  Approval of the proposed  amendment to
    the Company's Articles of Incorporation
    to change the name of the Company from
    Johnson Worldwide Associates, Inc. to
    Johnson Outdoors Inc.                      [ ] FOR  [ ] AGAINST  [ ] ABSTAIN

3.  Approval of the proposed amendment to
    the Johnson Worldwide Associates, Inc.
    1987 Employees' Stock Purchase Plan to
    exclude participation by certain highly
    compensated employees.                     [ ] FOR  [ ] AGAINST  [ ] ABSTAIN

4.  Approval of the Johnson Outdoors Inc.
    2000 Long-Term Stock Incentive Plan.       [ ] FOR  [ ] AGAINST  [ ] ABSTAIN

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

Check appropriate box     Date: _________________         NO. OF SHARES
Indicate changes below:                           ------------------------------
Address Change?     [ ]   Name Change?     [ ]



                                                  ------------------------------
                                                  Signature(s) in Box
                                                  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.
<PAGE>
CLASS B COMMON STOCK                  PROXY

                       JOHNSON WORLDWIDE ASSOCIATES, INC.
           ANNUAL MEETING OF SHAREHOLDERS TO BE HELD FEBRUARY 17, 2000

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

The undersigned  constitutes and appoints HELEN P.  JOHNSON-LEIPOLD  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  Company's  Headquarters,  located at 1326 Willow Road,  Sturtevant,
Wisconsin,  on Thursday,  February 17, 2000,  10:00 a.m.  local time, and at any
adjournment or postponement thereof:

The Board of Directors recommends a vote FOR Items 1, 2, 3 and 4.

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 AND FOR ITEMS 2, 3 AND 4.

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


               DETACH BELOW AND RETURN USING THE ENVELOPE PROVIDED


             JOHNSON WORLDWIDE ASSOCIATES, INC. 2000 ANNUAL MEETING

1.  ELECTION OF DIRECTORS                [ ] FOR all nominees  [ ] WITHHOLD
    By Holders of Class B Common Stock       listed to the         AUTHORITY
     1 - Samuel C. Johnson                   left (except as       to vote for
     2 - Helen P. Johnson-Leipold            specified below).     all nominees
     3 - Thomas F. Pyle, Jr.                                       listed to the
     4 - Gregory E. Lawton                                         left.
                                             -----------------------------------
(Instructions: To withhold authority to
vote for any individual nominee, write the
number(s) of the nominee(s) in the box
provided to the right.)
                                             -----------------------------------

6.  Approval of the proposed amendment to
    the Company's Articles of Incorporation
    to change the name of the Company from
    Johnson Worldwide Associates, Inc. to
    Johnson Outdoors Inc.                    [ ] FOR   [ ] AGAINST   [ ] ABSTAIN

7.  Approval of the proposed amendment to
    the Johnson Worldwide Associates, Inc.
    1987 Employees' Stock Purchase Plan to
    exclude participation by certain
    highly compensated employees.            [ ] FOR   [ ] AGAINST   [ ] ABSTAIN

8.  Approval of the Johnson Outdoors Inc.
    2000 Long-Term Stock Incentive Plan.     [ ] FOR   [ ] AGAINST   [ ] ABSTAIN

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

Check appropriate box     Date: _________________         NO. OF SHARES
Indicate changes below:                           ------------------------------
Address Change?     [ ]   Name Change?     [ ]



                                                  ------------------------------
                                                  Signature(s) in Box
                                                  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.


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