Once upon a time, a brand called GoPro entered the scene. It changed the game, as it pretty much pioneered what would eventually become the ubiquitous action camera. Pretty soon, folks shredding down mountains, diving into the ocean, or simply playing with their dogs at the park had a GoPro strapped onto them—and folks who didn’t wished they did.
That was more than a decade ago, and now, new players like DJI and Insta360 have all but stolen the show. These brands flex sleek, feature-rich cameras, and have undeniably given GoPro a serious run for its money. They brought innovations like 360-degree recording, user-friendly editing apps, and improved performance leaving GoPro looking a bit, well, stuck in the past. Fast forward to today, it’s more than likely that GoPro is no longer on the top of your list when it comes to action cameras.
Indeed, the numbers don’t lie. GoPro’s stock price plummeted by a stunning 97 percent since its peak. In 2024, it announced multiple rounds of layoffs, cutting more than a quarter of its workforce. Clearly, the market is saturated, and GoPro’s attempts at diversification (don’t get me started on its drone debacle) haven’t really taken off (pun intended).
So yeah, that explains its dwindling revenue and shrinking presence in an otherwise growing tech market.
As dire as the situation may seem, GoPro isn’t throwing in the towel just yet. In a bid to reclaim some of its former glory, GoPro has announced an exclusive partnership with MotoGP and MXGP. And anyone who’s into motorcycle racing would know that these two series are the biggest in the road racing and offroad racing world, respectively.
As part of the partnership, GoPro cameras will be mounted on racers’ helmets, capturing the adrenaline-pumping racing action. And perhaps more importantly, GoPro’s logo will figure prominently in the programs, hopefully rekindling interest in what could now be considered a “legacy” brand.
So, is this a genius move that will help GoPro reignite its connection with motorsports fans and adrenaline junkies alike? Or is it too little, too late?
Surely, the partnerships with MotoGP and MXGP are exciting, but they feel like GoPro scrambling to stay relevant, and doubling down on what it knows works instead of pushing forward into what’s next.
And all while this is happening, DJI and Insta360 are forging ahead with new tech and features that are winning over today’s consumers.
GoPro may have been the pioneer, but the question now is whether this last-ditch effort can steer the company back into the spotlight—or if the race has already been lost. What do you think: can GoPro recapture its magic, or has the action-camera crown already been claimed by newer, savvier players?
Source: GoPro
