Blackhawk Forges Alliance with Odle Sales to Overhaul US Market Strategy

CHESAPEAKE, VA – January 06, 2026 – In a significant strategic shift, tactical gear and holster manufacturer Blackhawk has announced an exclusive partnership with Odle Sales, appointing the veteran firm as its sole sales agency for the entire U.S. market. The move signals a major overhaul in Blackhawk's go-to-market strategy, aiming to accelerate growth and deepen its penetration within critical law enforcement, military, and retail sectors.

This collaboration unites Blackhawk, a Revelyst Inc. brand founded by a Navy SEAL, with a sales powerhouse that has been a fixture in the shooting sports and outdoor industry for over four decades. The decision to outsource its national sales representation to a single, specialized entity indicates a focused effort to optimize distribution channels and gain a competitive edge in a rapidly expanding market.

A Strategic Overhaul in Sales

By entrusting its U.S. sales to Odle Sales, Blackhawk is centralizing its approach, moving away from potentially fragmented in-house or multi-agency models. This allows the company to leverage the deep-rooted relationships and proven methodologies of a dedicated sales force. Founded in 1983, Odle Sales has built a formidable reputation, claiming a history of continuous double-digit sales growth and earning numerous industry accolades. The agency employs a national team of over three dozen account managers and analysts, including a specialized Law Enforcement division staffed by professionals with direct experience in the field.

This expertise is precisely what Blackhawk aims to tap into. The partnership is designed to revitalize engagement with government agencies while simultaneously boosting the brand’s performance at the retail level, from large chains to independent specialty dealers. Odle Sales is known for its data-driven approach and its role as a business consultant, connecting manufacturers with resellers to maximize opportunities.

“Partnering with Odle Sales is a pivotal move for Blackhawk as we continue to strengthen our presence in critical markets,” said David Hein, GM & Vice President of Revelyst Project Freedom, the special initiative within Revelyst that houses Blackhawk. “Their deep industry knowledge and commitment to excellence align perfectly with our vision for growth and innovation. Together, we’re focused on accelerating our brand at retail, supporting agency partners, and delivering new solutions for our customers.”

Targeting a Multi-Billion Dollar Market

The timing of this strategic pivot aligns with powerful trends in the global tactical gear market. Valued at approximately $13.7 billion in 2024, the sector is projected to expand at a compound annual growth rate of 6.2%, reaching an estimated $23.5 billion by 2033. North America represents the largest piece of this pie, valued at over $5.1 billion, driven by substantial defense spending and a robust law enforcement infrastructure.

Within this competitive landscape, which includes major players like Safariland and 5.11 Tactical, effective distribution and deep channel penetration are paramount. The Blackhawk-Odle partnership is squarely aimed at capturing a larger share of this growth. For end-users—the law enforcement officers, military personnel, and first responders who rely on the gear—the collaboration promises a more direct pipeline to new product innovations. For retailers, it signals enhanced in-store experiences and tailored support from a sales team with a singular focus on the Blackhawk brand.

John Ager, President of Odle Sales, underscored this commitment. “We are honored to represent Blackhawk and excited to bring their trusted products to our extensive network of dealers, law enforcement professionals, and agencies,” Ager stated. “This partnership reflects our shared dedication to delivering superior solutions, driving success for our customers, and advancing the Blackhawk brand across the U.S.” This sentiment was echoed in Odle's recent partnership with Liberty Ammunition, where it was lauded as the "premier manufacturer's representatives agency" for its expertise in both commercial and law enforcement markets.

The 'Project Freedom' Blueprint

This partnership is not an isolated event but a key component of a larger corporate strategy unfolding within Blackhawk's parent company, Revelyst Inc. Blackhawk is a cornerstone of 'Project Freedom,' a dedicated initiative within Revelyst designed to grow its portfolio of military, law enforcement, and first-responder brands. The stated goal of Project Freedom is to equip professionals with the highest-performing gear necessary to enhance their safety and effectiveness.

This initiative is supported by significant investments, including the Bozeman Innovation Center, a collaborative hub for design, R&D, and marketing for brands like Blackhawk, Simms Fishing, and Bushnell. By structuring this exclusive sales partnership for Blackhawk, Revelyst may be creating a blueprint for its other defense-focused brands. The model leverages specialized external expertise to conquer niche markets, aligning with Revelyst's broader 'GEAR Up' transformation plan aimed at optimizing brand performance and synergy across its portfolio.

Setting the Stage for SHOT Show 2026

The announcement is strategically timed just ahead of SHOT Show 2026, the industry's most important trade event, set for January 20–23 in Las Vegas. The show provides the perfect platform to formally launch the partnership to an audience of thousands of buyers, dealers, and media from around the world. Blackhawk and Odle Sales will have a unified presence at booth 10518, where they will showcase new products and begin the work of strengthening industry relationships under their new banner.

As the industry converges on Las Vegas, all eyes will be on the Blackhawk booth to see the first fruits of this collaboration. The partnership represents a bold bet that a focused, expert-led sales strategy is the key to unlocking the next phase of growth and solidifying the brand's legacy among those who serve and protect.