April 9th, 2019

Chuck Norris Becomes the Glockster

Carlos Ray Chuck Norris Glock spokesman spokesperson
Chuck Norris in his younger days with a pair of non-Glock Micro-Uzi pistols. Not good trigger discipline!

Glock has hired Chuck Norris. We kid you not. And, no, this isn’t an April Fools joke. Austrian pistol-maker Glock has hired tough-guy actor Chuck Norris as a spokesman. His first appearance for Glock will be at the NRA Convention in Indianapolis, IN on April 26-27. We expect there will be a huge line at the Glock booth, with show visitors hoping to meet Chuck and get his autograph. Now 79 years old, Chuck Norris served in the U.S. Air Force and then became a champion martial artist, actor, film producer, and philanthropist.

While we like Chuck Norris, and we appreciate his commitment to the Second Amendment, we wonder about this kind of endorsement. Will this really sell more Glocks? The Austrian company faces stiff competition these days from Smith & Wesson, SIG Sauer, Ruger, Walther, and even Taurus. Glock might be better off putting the Chuck Norris endorsement budget back into engineering.

In any case, here are highlights from the official announcement from Glock:

Glock Employs Chuck Norris as Spokesperson

Carlos Ray Chuck Norris Glock spokesman spokesperson

[Glock has hired] legendary world champion martial artist, actor, producer, philanthropist and entrepreneur Chuck Norris as the company Spokesperson.

…GLOCK was seeking a spokesperson that exemplifies the same characteristics and principles. The parallels between GLOCK and Norris deliver an authentic, fun and legendary alignment of brands.

Carlos Ray Chuck Norris Glock spokesman spokesperson“Chuck Norris revolutionized and ushered martial arts into the American mainstream just like GLOCK revolutionized firearms by inventing and commercializing polymer-based pistols and the SAFE ACTION System” said Josh Dorsey, Vice President of GLOCK, Inc. “Having him represent the GLOCK brand brings two iconic names together that are mutually committed to perfection and their fan base. We couldn’t be more excited about this partnership.”

The collaboration will include traditional, digital and social campaigns as well as public appearances, the first being at the NRA Annual Conference in Indianapolis April 26-27, 2019.

“I’m honored to partner with this world-renowned brand,” said Norris. “The values that I have built my life and brand on—tough, real, constant and powerful—are echoed in everything that GLOCK does and creates. Let me put it this way, if I ever decided to go into firearms, there would be no point—I would just be recreating what GLOCK has already built. The only thing that would change is the name.”

Carlos Ray Chuck Norris Glock spokesman spokesperson
No, this is not part of the official Glock Press Release. But we thought you’d like it anyway…

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