SureFire's Slogans & Taglines

SureFire, LLC is an American tactical equipment company founded in 1979 by Dr. John Matthews in Fountain Valley, California. The company's origins trace back to 1969 when Matthews, a Caltech Ph.D. engineer, founded Newport Corporation to pioneer industrial laser applications. In 1979, he invented the first commercially available laser sight for firearms, and when Newport's board declined to invest further in the technology, Matthews and key staff purchased the laser sight division to form Laser Products. A pivotal moment came in 1984 when the Los Angeles Police Department SWAT team requested laser-equipped shotguns for the Summer Olympics security detail, establishing the company's reputation in tactical circles. The firm later introduced the revolutionary SureFire WeaponLight, pioneering weapon-mounted illumination for low-light operations. By 2001, the SureFire name had become synonymous with excellence in tactical lighting, prompting the company to officially rename itself SureFire, LLC. Core offerings today encompass weapon-mounted lights, handheld tactical flashlights, suppressors, laser sights, and hearing protection, all engineered for military, law enforcement, and civilian tactical use. Brand messaging has evolved from the early product promise Smaller, Brighter, Better to the evocative platform fear not the dark, reflecting the company's mission to provide decisive illumination in critical moments. Today, SureFire remains a U.S. manufacturer, proudly designing and assembling its products in California for those who venture into harm's way.