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Byrna’s Biggest Moments of 2025: A Landmark Year in Less-Lethal Self-Defense
2025 marked a milestone year for Byrna, bringing major innovations, global expansion, viral marketing breakthroughs, and deeper engagement with the growing Byrna Nation community. As the year comes to a close, it’s clear that Byrna continues to shape the future of less-lethal self-defense with industry-leading technology and unmatched momentum.
A Record-Breaking Start at SHOT Show 2025
The year began with Byrna’s largest presence ever at SHOT Show, showcasing the brand’s expanding footprint in the self-defense industry. This momentum set the tone for the months ahead, signaling Byrna’s commitment to innovation and accessibility.
Launch of the Byrna CL: The Most Compact Launcher Ever
One of the biggest highlights of 2025 was the introduction of the Byrna CL, the company’s smallest and most compact launcher to date. Designed to meet customer demand for a more portable less-lethal option, the Byrna CL quickly became the brand’s most popular launcher ever. Its lightweight profile and powerful performance made it a standout for everyday readiness and personal protection.
International Expansion in Argentina and Brazil
Byrna also strengthened its global presence in 2025 by working closely with federal police in Argentina and Brazil. Tens of thousands of officers across Latin America were equipped with Byrna launchers, reinforcing trust in the platform’s reliability and effectiveness for real-world policing.
Viral National Campaigns: “Byrna Betty” & Byrna Bananas
Two creative marketing campaigns captured national attention during the summer. Byrna Betty, a humorous take on empowered self-defense for older adults, became a viral sensation. Soon after, the Byrna Bananas campaign opened the door to new advertising opportunities on major digital platforms that had previously been off-limits. These campaigns delivered tens of millions of impressions and helped introduce Byrna to an even broader audience.
Major Retail Expansion With Sportsman’s Warehouse
2025 also marked one of Byrna’s largest retail partnerships to date. Sportsman’s Warehouse added Byrna products to more than 100 stores nationwide, many featuring an exclusive in-store shooting pod. This interactive experience allowed customers to test Byrna launchers firsthand, boosting accessibility and brand visibility across the U.S.
Pop Culture Presence and Community Engagement
Throughout the year, Byrna collaborated with well-known personalities and influencers, helping the brand cement its place in modern pop culture. Even more importantly, Byrna deepened its connection with customers—hearing stories, collecting feedback, and learning how Byrna tools are empowering individuals every day.
By year’s end, over 160,000 Byrna launchers had been delivered in 2025 alone, underscoring the rapidly increasing demand for reliable, less-lethal self-defense solutions.
Looking Ahead to 2026
With massive growth, major product milestones, and a thriving community, 2025 will be remembered as one of Byrna’s most impactful years yet. And with even more innovations on the way, 2026 is shaping up to be just as exciting.
