GoPro acquired by Starman Holding for $285M, pivots to defense and robotics
GoPro has been acquired by Starman Holding in a $285 million cash deal described as a merger. The company plans to expand into defense, government, robotics, and aerospace, leveraging its optical expertise and Starman's transceiver capabilities. This follows YouTuber Markiplier becoming GoPro's largest shareholder without disclosing it in a sponsored review.
Starman Holding, which owns phone case brands including Incipio, Incase, and Griffin through its Onward Brands subsidiary, is paying $285 million in cash for GoPro. The deal follows GoPro's announcement in April that it would begin defense and aerospace consulting, a shift driven by the company's financial struggles, including $92 million in debt and a steep decline in its publicly traded value.
The acquisition comes days after YouTuber Mark Fischbach, known as Markiplier, became GoPro's largest individual shareholder with an 8.5 percent stake, without disclosing that position in a sponsored review published a week later. Shareholders will retain 10 percent of the company, and the deal is expected to close by year's end, though it has not yet appeared in SEC filings.
This acquisition could signal a broader trend of consumer electronics brands pivoting toward government and defense contracts as retail markets become more competitive. GoPro's existing customers may see reduced focus on consumer products, potentially affecting availability and support for action cameras. The deal also raises questions about transparency in influencer marketing, as Markiplier's undisclosed stake highlights how content creators' financial interests can intersect with the products they promote.