Premier Sales Agency to Accelerate American Sniper’s National Tactical Retail Expansion
American Sniper, a purpose-driven American lifestyle and tactical brand built on faith, service, and patriotism, today announced a strategic partnership with Maschmedt & Associates, a premier sales agency with more than 50 years of experience in the outdoor and tactical industries.
This collaboration is set to expand American Sniper's retail footprint across 23 western states, leveraging Maschmedt & Associates' deep industry expertise and long-standing relationships with key outdoor and tactical retailers. The partnership marks a significant milestone as American Sniper prepares to launch a new line of tactical products, including knives, gloves, and backpacks, designed for individuals who live with purpose, train with discipline, and serve with heart.
"We couldn't be more excited to partner with Maschmedt & Associates as we take the American Sniper brand to the next level," said Colton Kyle, owner of American Sniper. "Maschmedt's reputation for excellence and their deep relationships within the tactical and outdoor industries make them the ideal partner to represent our products to retailers nationwide. This collaboration represents a major step forward as we introduce gear that reflects the American Sniper mindset and legacy."
Founded in 1968, Maschmedt & Associates has built a strong reputation for representing Tier 1 brands across the outdoor, sporting goods, and recreation categories. The agency provides comprehensive sales and marketing support across 23 western states and is known for its focus on long-term partnerships and disciplined go-to-market execution.
"This is truly an honor for our team," said Maschmedt & Associates. "While we have represented many outstanding brands over the years, this is the first time our sales programs and daily efforts directly support such an important cause. We are incredibly proud to partner with American Sniper and help build a brand rooted in purpose, service, and excellence."
The partnership is led in collaboration with AGE Retail Partners, which manages the American Sniper license and oversees retail expansion across U.S. channels.
"We are very excited to announce this valued partnership with Maschmedt & Associates," said Michael Abel, Partner at AGE Retail Partners. "Their history of representing Tier 1 brands is best in class and will result in excellent sales execution and service for the American Sniper dealer base. Their company values align closely with the go-to-market strategy for American Sniper, and Colton, myself, and our entire team are extremely excited to officially launch the brand together in 2026."
AGE Retail Partners has established a long-term strategic partnership with Colton Kyle and the American Sniper brand to develop and represent more than 15 tactical product categories across all U.S. retail channels.
Beyond commercial growth, this partnership carries a meaningful mission. Through collaborative sales initiatives, American Sniper and its partners will provide financial support to the TACK-F Foundation, which works to strengthen military and first responder marriages by addressing the unique challenges faced by service families.
About American Sniper: American Sniper is a purpose-driven tactical and lifestyle brand founded on the values of Godliness, patriotism, passion, service, and excellence. Every product is designed to honor the men and women who protect and defend, delivering gear that represents a mindset, a legacy, and a commitment to service.
About Maschmedt & Associates: Founded in 1968, Maschmedt & Associates is a leading sales agency specializing in the outdoor, sporting goods, and recreation industries. With more than five decades of experience, the agency provides comprehensive sales and marketing support across 23 western states, fostering strategic growth and long-term partnerships.