The maker of a gun used in the Texas shooting has a history of controversial weapons ads
“It is our understanding that the firearm used in the attack was manufactured by Daniel Defense,” the website states. “We will cooperate with all federal, state, and local law enforcement authorities in their investigations.”
The company, founded by Marty Daniel, is now under the magnifying glass of politicians and activists looking to change gun laws so that civilians do not have easy access to military-grade weapons.
CNN has reached out to Daniel Defense for comment but has not heard back.
Daniel Defense prides itself on building its own parts
After graduating from Georgia Southern University with an electrical engineering degree, Daniel opened an overhead door and fireplace business. His firearm business got its start because a friend invited him to shoot his AR, the site says.
“Every shot he fired filled him with a satisfaction he’d never before experienced,” the website states.
In the more than 20 years since its founding, Daniel Defense has marketed themselves as a company that prides itself on making “nearly every component part it sells,” its website states.
On its “company values” page, the company said building their own parts “differentiates us from many industry players who basically assemble rather than build their products.”
NFL wouldn’t allow Daniel Defense ad during Super Bowl
“I am responsible for their protection, and no one has the right to tell me how to defend them,” the man in the ad says in a voiceover. “So I’ve chosen the most effective tool for the job,” the ad ends with Daniel Defense’s logo.
While it never aired during the Super Bowl, Marty Daniel turned the rejection into an avalanche of attention.
“The majority of the Super Bowl fans have the same values that we have at Daniel Defense and that is we believe in protecting our families,” Daniel told Fox News at the time.
Gun control activists argue the company is targeting younger customers with nods to pop culture icons and video games. At the same time, Daniel seems to aim and focus his comments at older Americans and gun control.
But the company has shied away from the limelight in the wake of the Uvalde shooting.
“Daniel Defense is not attending the NRA meeting due to the horrifying tragedy in Uvalde, Texas, where one of our products was criminally misused,” said Steve Reed, the company’s vice president of marketing, in a statement. “We believe this week is not the appropriate time to be promoting our products in Texas at the NRA meeting.”
The company’s display was replaced by a popcorn cart and a baked potato stand.
CNN’s David Goldman contributed to this report.
