GoPro Gives Climbing Gear A Shot

GoPro is trying its hand at what it calls “lifestyle gear” but is actually just a bunch of climbing bags and accessories. The move is framed as a chance to benefit from the company’s “legendary durability” in the form of something other than a camera – you know, like a camera bag. Just don’t think too hard about that premise and you’ll be fine, or at least better than GoPro.

Because even though the company’s customer base remained somewhat loyal across product generations over nearly two decades of its existence, several consecutive years of stagnation preceded by a few disastrous attempts at entering the drone market left a pretty major mark on its confidence that it is still struggling to shake off.

A bunch of $20 hipster bags will do nothing to change that, though it’s not like the recently debuted HERO 9 Black isn’t a pretty capable camera – it’s just that GoPro really needs to figure out this midlife crisis it’s been going through for way too long by now. Is it a tech company, a sports company, or a video company?

Because it definitely isn’t a waterproof casing company, and its ongoing drone experiment suggests its expertise may be way more limited than most of us initially believed.


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