KEE Action Sports

KEE Action Sports was an American paintball equipment manufacturer and distributor established in 2006 through the consolidation of National Paintball Supply (NPS) and Pursuit Marketing Inc. (PMI). Headquartered in Sewell, New Jersey, the company manufactured and distributed paintball markers, paintballs, protective equipment, loaders and accessories.[1][2]

Its portfolio included Empire Paintball, RPS Paintball, Invert, HALO, Evil, Pure Energy and other established brands. The company subsequently acquired JT USA, Brass Eagle, ViewLoader and Spyder.[2][3]

KEE Action Sports was acquired by GI Sportz in July 2015, bringing its brands into the Canadian manufacturer's equipment portfolio.[4]

History

Formation in 2006

KEE Action Sports was established following the acquisition and consolidation of two major American paintball equipment distributors.

National Paintball Supply, operated by Eugenio Postorivo, had developed into a major wholesale supplier during the 1990s and early 2000s. Its product portfolio included Empire Paintball and other equipment brands.

Pursuit Marketing Inc., established by David Freeman and Jeffrey Perlmutter in 1982, was another established manufacturer and distributor. Its brands included RPS Paintball, Evil and Pure Energy.

On 29 September 2006, an asset purchase agreement was signed for the acquisition of National Paintball Supply.

The transaction closed on or about 17 November 2006, when substantially all of NPS's operating assets were transferred to AJ Intermediate Holdings.

The acquiring organisation established KEE Action Sports Holdings to combine the NPS assets with those of PMI.[1]

The transaction was backed by investment interests associated with Angelo, Gordon & Co.

Distribution operations

Following the consolidation, KEE Action Sports operated an extensive distribution network supplying commercial paintball fields and retailers.

The company's headquarters were located in Sewell, New Jersey.

Its published company profile identified seven distribution facilities across the United States, alongside operations in Canada and the United Kingdom.[2]

The combined product portfolio included:

Empire Paintball
RPS Paintball
Invert
HALO
Evil
Pure Energy
Vents
Extreme Rage
Diablo
Piranha
PCS

KEE also distributed equipment from independent manufacturers, including DYE Precision, Planet Eclipse and other paintball suppliers.[2]

Acquisition of JT Sports

On 8 February 2010, KEE Action Sports announced its acquisition of the assets of JT Sports from Jarden Corporation.

The transaction incorporated three established paintball brands:

JT USA
Brass Eagle
ViewLoader

KEE announced that it would immediately assume responsibility for manufacturing and distributing the acquired product ranges.

At the time, George Eurick was president and chief executive officer of KEE Action Sports.[3]

The acquisition significantly expanded the company's portfolio of protective goggles, recreational markers, loaders and other equipment.

Smart Parts intellectual property

On 30 March 2011, KEE Action Sports announced that it had acquired the intellectual property portfolio of Smart Parts, following the company's bankruptcy.

The acquisition included patents associated with electronic paintball markers and existing technology licensing arrangements.

KEE stated that it intended to continue working with existing licensees and other manufacturers interested in licensing the acquired technology.

The company's president and chief executive officer at the time was John Robinson.[5]

Patent assignment records subsequently documented the transfer of Smart Parts intellectual property to KEE Action Sports.

The acquisition involved intellectual property rather than the continuation of Smart Parts' original manufacturing business.[6]

Acquisition of Spyder

During 2013, KEE Action Sports acquired assets and intellectual property associated with Kingman International, the manufacturer of Spyder paintball markers.

United States patent records document assignments from Kingman International to KEE Action Sports effective 15 October 2013.

The assignments were formally recorded in March 2014.[7]

The transaction brought the Spyder brand into KEE's portfolio of recreational paintball equipment.

Acquisition by GI Sportz

On 24 July 2015, GI Sportz announced that it had acquired KEE Action Sports.

The transaction transferred KEE's established brands and equipment operations into the Canadian paintball manufacturer's wider portfolio.

GI Sportz chairman and chief executive officer Richmond Italia described the acquisition as part of the company's strategy to consolidate manufacturing, distribution and industry resources.[4]

The acquisition also brought together KEE's established American distribution network with GI Sportz's paintball manufacturing operations.

The KEE businesses were subsequently integrated into the GI Sportz corporate structure.

Following GI Sportz's financial restructuring in 2020, the combined group's operations were transferred to the newly established Kore Outdoor.

Kore continued operating several brands previously associated with KEE, including Empire, JT and Spyder.[8]

Products and brands

KEE Action Sports manufactured and distributed equipment covering several major paintball product categories.

Brand	Principal products
Empire Paintball	Markers, loaders, goggles, clothing and accessories
RPS Paintball	Paintballs, including Marballizer
Invert	Electronic paintball markers, including the Mini
HALO	Electronic loaders
Evil	Paintballs and tournament equipment
Pure Energy	Compressed-gas systems and accessories
JT USA	Protective goggles, clothing and accessories
Brass Eagle	Recreational markers and equipment
ViewLoader	Paintball loaders and recreational equipment
Spyder	Mechanical and electronic recreational markers

The company's portfolio included brands developed by National Paintball Supply and PMI, alongside businesses and intellectual property acquired after 2006.[2][3][7]

Significance

KEE Action Sports represented a major consolidation of the American paintball equipment industry.

Its formation brought together two longstanding competitors, National Paintball Supply and Pursuit Marketing Inc., under common ownership.

Subsequent acquisitions expanded the company's influence over the manufacture and distribution of paintball markers, loaders, goggles and ammunition.

The 2015 acquisition by GI Sportz was another significant stage in the consolidation of the paintball equipment industry.

Several brands associated with KEE continued operating under later ownership.

References

External links