The tactical gear market is booming. Experts say it’ll hit $2.5 billion by 2028. But with so many brands fighting for attention, how do you stand out?
The answer: Learn from the best. Let’s break down how 5 successful companies built loyal audiences—and how you can use their strategies.
5.11 Tactical: Turning Function into Lifestyle
5.11 Tactical isn’t just a gear brand—it’s a lifestyle. They started by making pants for firefighters. Today, they’re a household name.
Key Strategies:
- Community First: They sponsor shooting competitions, tactical training events, and programs for first responders.
- Storytelling: Every product has a purpose. Their “Designed by firefighters, for firefighters” tagline builds trust.
- Expand Your Audience: They sell everything from backpacks to shirts. This turns casual buyers into repeat customers.
Takeaway:
Don’t just sell gear—sell a story. Show how your products fit into your customers’ lives.
Vertx: Hidden in Plain Sight
Vertx focuses on urban professionals who want to carry gear without looking “tactical.” Their backpacks and jackets hide CCW compartments but still look stylish.
Key Strategies:
- Solve a Problem: They design gear for people who want to blend in. Example: Concealed Carry Backpacks.
- Work with Influencers: Partnering with YouTube channels like Active Self Protection gives them credibility.
- Educate Customers: Their blog teaches topics like how to choose a holster.
Takeaway:
Know your audience’s pain points. Then, create content that helps them.
Maxpedition: Rugged Gear for Rugged People
Maxpedition doesn’t care about trends. They make ultra-durable packs for survivalists, preppers, and outdoor adventurers.
Key Strategies:
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Own Your Niche: They ignore mainstream buyers. Instead, they focus on hardcore fans.
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User-Generated Content (UGC): Customers post photos of Maxpedition gear in deserts, jungles, and war zones.
- Scarcity Works: Limited-edition gear (like the FATBOY Versipack) creates urgency.
Takeaway:
Don’t try to please everyone. Double down on your core audience.
Explore our tactical backpack collection
Goruck: Building a Cult with Events
Goruck sells packs, but their real secret? They sell experiences. Their “GORUCK Events” are brutal fitness challenges that test gear—and people.
Key Strategies:
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Be Transparent: They show how products are made in the USA.
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Reward Loyalty: Patches, stickers, and lifetime warranties turn buyers into superfans.
- Create FOMO: Events like the “GORUCK Tough Challenge” make people feel part of a tribe.
Takeaway:
People buy brands they believe in. Share your mission loudly.
Haley Strategic: When the Founder is the Influencer
Travis Haley, a former Marine and firearms instructor, founded Haley Strategic Partners. His reputation turned the brand into a premium name.
Key Strategies:
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Leverage Credibility: Travis’s background makes customers trust his gear, like the D3CRX Chest Rig.
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Premium Pricing: High costs signal quality. Their gear is for “serious” users.
- Social Proof: Instagram posts show gear in military drills and competitions.
Takeaway:
If you’re an expert, use that. If not, partner with people who are.
7 Branding Lessons You Can Steal
Here’s a quick cheat sheet from the pros:
| Lesson | Example | Action Step |
| Know your audience | Vertx targets urban professionals | Survey customers to learn their needs |
| Tell a story | 5.11’s firefighter heritage | Share your brand’s origin on your website |
| Build community | Goruck’s fitness events | Host a local workshop or webinar |
| Quality over quantity | Haley Strategic’s premium materials | Highlight certifications (e.g., Mil-Spec) |
| Use influencers | Maxpedition’s customer photos | Partner with micro-influencers |
| Adapt to trends | 5.11’s casual apparel line | Add eco-friendly or tech-friendly gear |
| Show social proof | Customer reviews, media features | Add testimonials to product pages |
How to Start Building Your Brand Today
You don’t need a big budget to stand out. Here’s how to begin:
- Find Your “Why”: Are you helping urban hikers? Preppers? First responders? (Example: Your company's mission)
- Create Content: Blogs, videos, or social posts that solve problems (e.g., “How to Clean Your EDC Gear”).
- Collaborate: Partner with local trainers or influencers for giveaways.
- Highlight Uniqueness: Do you use rare materials? Donate to veterans? Shout it!
Final Thoughts
Building a tactical gear brand isn’t about having the cheapest products. It’s about building trust and creating a tribe.
At AET, we’ve learned from the best. Our tactical backpacks and vests are designed for every adventure. Join thousands of customers who trust us for gear that’s tough, practical, and built to last.
Explore our collection or contact our team for custom solutions.
