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Gun Maker Daniel Defense Terminates Relationship With Academy Sports For Displaying “Weak Moral Integrity”

June 17, 2016

Academy Sports recently pulled all “AR style” rifles from their shelves in response to the Orlando nightclub shooting that left almost 50 people dead. The store, despite protests from its customers and Second Amendment enthusiasts, pulled the rifles after several media outlets reported the Orlando terrorist was using an “AR style” rifle during the attack. Rather than acknowledging the terrorist and his twisted ideologies caused the attack Academy Sports removed the rifles to appease anti-gun media outlets. A popular firearms manufacturer is now fighting back. Daniel Defense has terminated their relationship with the chain and will no longer allow Academy Sports to carry their products. 


Daniel Defense was one of the strongest-selling firearm lines for Academy Sports. The company specializes in “AR style” rifles used for hunting, target shooting and home defense. They have made the decision to terminate business with Academy Sports for making decisions that are “completely contrary to the values of our company and industry.” Daniel Defense will undoubtedly lose revenue by pulling their products from Academy Sports’ 200 locations across the United States but are not phased by the profit loss. They choose to put the integrity of their company and their moral values above profits in order to send a message to any retailer willing to disregard the Second Amendment.

Daniel Defense released the following statement to all distributors of their products asking them to cancel any orders going to Academy Sports and to cease all future business with the company.

Black Creek, GA- June 16, 2016. Daniel Defense—engineer and manufacture of the world’s finest firearms, precision rail systems, and accessories— Has announced it will no longer sell firearms to Academy Sports due to their decision to remove MSR’s from their website and in-store displays.

Letter to all Daniel Defense Distributors:

“As you know we take our partnership with our stocking retailers very seriously. We are committed to serving and supplying them at the highest level and expect our retailers to have that same level of commitment to our brand and our industry. Unfortunately, Academy Sports has made a corporate decision, in the wake of the recent terrorist attack, to remove all MSRs from their website and in-store displays. Academy Sports has communicated that they intend to continue to sell the MSR category of firearms without displaying or advertising them publicly. As a prominent MSR brand, Daniel Defense cannot support decisions that are completely contrary to the values of our company and industry. Therefore, as of today, June 16th, I request that you place Academy Sports on a Do Not Sell list for all Daniel Defense products and terminate any shipments to their stores or distribution centers. It is unfortunate that we have to make this decision, but it is clearly the right thing to do for our brand, our industry and our constitutional right. Thank you for your support.”

Bill Robinson, VP of Sales

“Academy’s decision clearly segregates firearms by their appearance, which sends a dangerous message to our politicians that it’s acceptable to do so. We as an industry must stand and fight, together.”

Marty Daniel, President and CEO

The decision by Daniel Defense to cease doing business with Academy Sports has earned them respect and support from the pro-gun community. At this time it is unlikely Daniel Defense will resume doing business with Academy Sports anytime in the near future.