GoPro, Inc. is an American technology company founded in 2002 by Nick Woodman. It manufactures action cameras and develops its own mobile apps and video-editing software. Founded as Woodman Labs, Inc, the company is based in San Mateo, California. It developed a quadcopter drone, Karma, released in October 2016, but discontinued it after two years. In January 2018, the company hired JPMorgan Chase to pursue the option of selling the company. However, a month later, the CEO denied this. GoPro has continued its business of manufacturing action cameras. GoPro frequently partners with athletes; the company has successfully completed partnerships with Kelly Slater, Jimmy Chin, and Jonas Deichmann. In 2016, GoPro had 160 athletes on its payroll. GoPro is widely recognized for its reliance on user-generated content as a central element of its marketing strategy. Rather than focusing primarily on traditional advertising, the company encourages customers to share videos recorded with GoPro cameras across digital platforms, including YouTube, Instagram, TikTok, and Facebook. This approach allows GoPro to showcase real-world use of its products through authentic, first-person perspectives. Wikipedia