Glock announced on Monday that Chuck Norris—legendary world champion martial artist, actor, producer, philanthropist, author and entrepreneur—has agreed to be the company spokesperson.
“Chuck Norris revolutionized and ushered martial arts into the American mainstream just like Glock revolutionized firearms by inventing and commercializing polymer-based pistols and the Safe Action System,” said Josh Dorsey, vice president of Glock. “Having him represent the GLOCK brand brings two iconic names together that are mutually committed to perfection and their fan base. We couldn’t be more excited about this partnership.”
Norris’ first public appearance as the official spokesperson for Glock will be at the NRA Annual Meetings & Exhibits in Indianapolis, IN, April 26-27, 2019. The collaboration will also include traditional, digital and social campaigns.
“I’m honored to partner with this world-renowned brand,” Norris said. “The values that I have built my life and brand on—tough, real, constant and powerful—are echoed in everything that Glock does and creates. Let me put it this way, if I ever decided to go into firearms, there would be no point—I would just be recreating what Glock has already built. The only thing that would change is the name.”
Norris served in the U.S. Air Force and while stationed in Korea his passion for the martial arts grew. After leaving the military he established a chain of schools to teach American enthusiasts the discipline, but his performance in competition launched the legend. In 1968, he won the Professional Middleweight Karate title and held it for another five years. He accumulated a variety of “belts” and titles throughout the years, and taught a long list of celebrities, including Steve McQueen.
In 1969 Norris appeared in Dean Martin’s “The Wrecking Crew,” this first of his movie and TV roles. Today his long list of credits includes fighting against Bruce Lee in “Return of the Dragon,” three "Missing in Action" thrillers, “A Force of One,” “Invasion USA” and many others. He also starred in the television series, “Walker, Texas Ranger.” More recently he appeared in “The Expendables 2,” where Sylvester Stallone comments in one scene that he heard he was once bitten by a king cobra. “Yeah, I did,” Norris responds. “And after five days of agonizing pain, the cobra died.”