EXHIBIT 4



                       Johnson Worldwide Associates, Inc.
                       1994 Long-Term Stock Incentive Plan

   Section 1:     Purpose

   The purpose of the Johnson Worldwide Associates, Inc. 1994 Long-Term Stock
   Incentive Plan (the "Plan") is to enhance the ability of Johnson Worldwide
   Associates, Inc. (the "Company") and its Affiliates (as defined below) to
   attract and retain key employees who will make substantial contributions
   to the Company's long-term business growth and to provide meaningful
   incentives to such key 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 of the Board designated by such Board to
        administer the Plan and composed of not less than two directors, each
        of whom is a "disinterested person" within the meaning of Rule 16b-3
        under the 1934 Act and Section 162(m) under the Code.

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

   (g)  Company means Johnson Worldwide Associates, 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 prices of a share
        of Common Stock in the over-the-counter market on the specified date,
        as reported by the Nasdaq National Market (or if no sales occurred 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 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)  Rule 16b-3 means Rule 16b-3 as promulgated by the Securities and
        Exchange Commission under the 1934 Act, or any successor rule or
        regulation thereto.

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

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

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

   (r)  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 January 27, 1994, subject, however, to
   the approval of the Plan by the shareholders of the Company.  No Awards
   may be made under the Plan after January 27, 1999, 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.

   Section 4:     Administration

   The Plan shall be administered by the Committee.  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.

   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 500,000, plus such additional number of
        Shares not to exceed 150,000 determined by the sum of (i) the number
        of remaining Shares available for grant under the Johnson Worldwide
        Associates, Inc. Amended and Restated 1986 Stock Option Plan (the
        "1986 Plan") as of January 27, 1994 and (ii) the number of Shares
        underlying outstanding options under the 1986 Plan as of January 27,
        1994 that subsequently expire, terminate or are cancelled.

   (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 over the period that the Plan is in
        effect shall not exceed 100,000 Shares.

   (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, 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; (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
        provided that any such actions are consistently and equitably
        applicable to all affected Participants.

   (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 and
        if such forfeiture, termination, expiration or cancellation occurs
        prior to the payment of dividends or the exercise by the holder of
        other indicia of ownership of the Shares to which the Award relates,
        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.

   (e)  Accounting for Awards.  The number of Shares covered by an Award
        under the Plan, or to which such Award relates, shall be counted on
        the date of grant of such Award against the number of Shares
        available for granting Awards 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.

   (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).  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 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 Award.  The Committee
        may impose such conditions or restrictions on the exercise of any SAR
        as it may deem appropriate, including, without limitation,
        restricting the time of exercise of the SAR to specified periods as
        may be necessary to satisfy the requirements of Rule 16b-3.

   (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.

   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 designate a
        beneficiary or beneficiaries to exercise the Participant's rights and
        receive any distributions under this Plan upon the Participant's
        death.

   (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)  Rule 16b-3 Six-Month Limitations.  To the extent required in order to
        comply with Rule 16b-3 only, any equity security offered pursuant to
        the Plan to a Reporting Person may not be sold for at least six
        months after acquisition, except in the case of death or disability,
        and any derivative security issued pursuant to the Plan to a
        Reporting Person shall not be exercisable for at least six months,
        except in case of death or disability of the holder thereof.  Terms
        used in the preceding sentence shall, for the purposes of such
        sentence only, have the meanings, if any, assigned or attributed to
        them under Rule 16b-3.

   (f)  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.

   (g)  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.

   (h)  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.

   (i)  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; and
        provided, further, that without the approval of the Company's
        shareholders, no amendment shall be made which would (i) increase the
        total number of Shares available for issuance under the Plan; or
        (ii) cause the Plan not to comply with Rule 16b-3 or any successor
        rule.

        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 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.

   Amended September 16, 1994