Exhibit 4


                       Johnson Worldwide Associates, Inc.
                 1994 Non-Employee Director Stock Ownership Plan
                                  (as amended)

Section 1:   Purpose

The purpose of the Johnson Worldwide Associates, Inc. 1994 Non-Employee Director
Stock  Ownership  Plan (the  "Plan")  is to  promote  the  long-term  growth and
financial  success of Johnson  Worldwide  Associates,  Inc.  (the  "Company") by
attracting  and  retaining  non-employee  directors of  outstanding  ability and
assisting  the Company in promoting a greater  identity of interest  between the
Company's non-employee directors and its shareholders.

Section 2:   Definitions

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

(a)      Award means any Stock Option or Stock Award granted under the Plan.

(b)      Board means the Company's Board of Directors.

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

(d)      Company  means  Johnson  Worldwide  Associates,   Inc.,  a  corporation
         established  under the laws of the State of  Wisconsin,  and any entity
         that is directly or indirectly  controlled by the Company or any entity
         in which the Company has a  significant  interest as  determined by the
         Board.

(e)      Fair  Market  Value  means the fair  market  value of the Common  Stock
         determined by such methods or procedures as shall be  established  from
         time to time by the  Board;  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).

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

(g)      Participant means a Director of the Board who is not an employee of the
         Company.

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




(i)      Stock Award means an award to a Participant comprised of Shares granted
         under Section 6(b) of the Plan.

(j)      Stock  Option  means an award in the form of the  right to  purchase  a
         specified  number of Shares at a  specified  price  during a  specified
         period granted under Section 6(a) of the Plan.

Section 3:   Effective Dates

The Plan shall be in effect 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, 2004 or earlier  termination of the Plan by the
Board.

Section 4:   Plan Operation

The Plan is intended to meet the  requirements of Rule  16b-3(c)(2)(ii)  adopted
under the 1934 Act and accordingly is intended to be self-governing. To this end
the Plan requires no discretionary action by any administrative body with regard
to any transaction under the Plan. To this extent, if any, that any questions of
interpretation arise, these shall be resolved by the Board.

Section 5:   Stock Available for Awards

(a)      Common Shares  Available.  The maximum  number of Shares  available for
         Awards under the Plan may not exceed  100,000 shares of Common Stock of
         the Company.

(b)      Adjustments and Reorganizations.  The Board, as it deems appropriate to
         meet the  intent of the  Plan,  may make  such  adjustments  to (i) the
         number of Shares  available under the Plan and which  thereafter may be
         made the subject of Awards under the Plan, and (ii) the number and type
         and exercise  price of Shares  subject to  outstanding  Stock  Options,
         provided any such  adjustments  are consistent with the effect on other
         shareholders  arising from any  corporate  restructuring  action.  Such
         actions may include, but are not limited to, any stock dividend,  stock
         split,  combination  or  exchange  of  shares,  merger,  consolidation,
         spin-off,  recapitalization,  or other distributions (other than normal
         cash dividends) of Company assets to shareholders,  or any other change
         affecting  Shares.  The Board may also  make such  similar  appropriate
         adjustments  in the  calculation  of  Fair  Market  Value  as it  deems
         necessary  to  preserve  the  Participants'   rights  under  the  Plan.
         Notwithstanding  the foregoing,  (x) Stock Options  subject to grant or
         previously  granted  under the Plan at the time of any event  described
         above shall be subject to only such adjustment as shall be necessary to
         maintain the  proportionate  interest of the  Participant and preserve,
         without exceeding,  the value of such Stock Options, and (y) the number
         of Shares  subject  to Stock  Awards  under the Plan at the time of any
         event described above shall be subject to only such adjustment as shall
         be  necessary  to  maintain   the   relative   proportionate   interest
         represented by such Shares immediately prior to any such event.

                                       2


(c)      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.

Section 6:   Awards

(a)      Stock Options. By and simultaneous with the approval of the Plan by the
         shareholders  of the  Company,  each  Participant  at such  time  shall
         automatically be granted a non-qualified stock option to purchase 5,000
         Shares of Common Stock. Thereafter, on the date on which a Participant,
         other than a  Participant  who was serving as a Director of the Company
         on the date of shareholder approval, is first elected or appointed as a
         Director  of  the  Company  during  the  existence  of the  Plan,  such
         Participant shall automatically be granted a non-qualified stock option
         to purchase  5,000 Shares of Common Stock.  The option  exercise  price
         shall be the Fair Market  Value of a Share of Common  Stock on the date
         of the grant  which  shall be payable at the time of  exercise in cash,
         previously  acquired Shares of Common Stock valued at their Fair Market
         Value or such  other  forms or  combinations  of forms as the Board may
         approve.  Each option  shall have a term of ten years and shall  become
         fully exercisable one year following the date on which it is granted.

(b)      Stock Awards.  Commencing with the 1994 annual meeting of shareholders,
         the Company shall issue to each  Participant 500 Shares of Common Stock
         on the first business day following each annual meeting of shareholders
         until the Plan is terminated or amended.

                                       3


Section 7:   General Provisions Applicable to Awards

(a)      Transferability of Stock Options.  Options granted under the Plan shall
         not be transferable other than by will or under the laws of descent and
         distribution,  except that a Participant  may, to the extent allowed by
         the  Board  or a  committee  designated  by the  Board  and in a manner
         specified by the Board or such a committee,  (i) designate in writing a
         beneficiary to exercise the option after the  Participant's  death;  or
         (ii) transfer any option.

(b)      Non-Transferability  of Stock Awards. Shares awarded under Section 6(b)
         hereof  shall  not be  assignable,  alienable,  saleable  or  otherwise
         transferable  by the  respective  Participant  until  such  Participant
         ceases  for any  reason  to serve  on the  Board.  Notwithstanding  the
         preceding sentence,  the following transfers or other dispositions will
         not be deemed to be a violation of the transfer  restrictions set forth
         herein:

         A gift or other  transfer  of  Shares  issued to (i) any trust or other
         estate in which such Participant has a substantial  beneficial interest
         or as to which  such  Participant  serves as a trustee  or in a similar
         capacity  or (ii) any  relative or spouse of such  Participant,  or any
         relative of such spouse, who has the same home as the Participant which
         in either case would not change the Participant's  beneficial ownership
         of those Shares for purposes of reporting  under  Section  16(a) of the
         1934 Act;  provided,  that any Shares  transferred by gift or otherwise
         pursuant  to this  subparagraph  will  continue  to be  subject  to the
         non-transfer  restrictions  of this Section though such Shares are held
         by the Participant.

(c)      Termination of Directorship.  If for any reason a Participant ceases to
         be a Director  of the  Company  one year or more  after the  Director's
         initial  election or  appointment  to the Board while holding an option
         granted under the Plan,  such option shall  continue to be  exercisable
         for a period of three years after such  termination or the remainder of
         the option  term,  whichever  is shorter.  If for any reason other than
         death a Participant  ceases to be a Director of the Company  within one
         year of the  Director's  initial  election or appointment to the Board,
         the option  granted  under the Plan and held by the  Director  shall be
         cancelled  as  of  the  date  of  such  termination.  In  the  event  a
         Participant  dies within one year of initial election or appointment to
         the Board,  the option  granted under the Plan shall be  exercisable by
         will or in accordance with the laws of descent and  distribution  for a
         period of three years following the date of death.

(d)      Documentation of Grants.  Awards made under the Plan shall be evidenced
         by written  agreements or such other  appropriate  documentation as the
         Board shall prescribe.  The Board need not require the execution of any
         instrument or  acknowledgment  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.

(e)      Plan  Amendment.  The Board may  suspend or  terminate  the Plan or any
         portion  of the Plan at any time.  The Board may also amend the Plan if
         deemed to be in the best interests of the Company and its shareholders;
         provided,   however,   that  (i)  no  such  amendment  may  impair  any
         Participant's  right  regarding any  outstanding  grants,  elections or
         other  right  to  receive  Shares  under  the Plan  without  his or her
         consent,  and (ii) the Plan may not be amended more than once every six
         months,  unless such amendment is permitted by Rule  16b-3(c)(2)(ii)(B)
         under the 1934 Act.

(f)      Governing  Law. The validity,  construction  and effect of the Plan and
         any  such  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.

Last Amended October 12, 1998


                                       4