Nite Ize Joins Grassroots Outdoor Alliance as a Vendor Partner


Grassroots Outdoor Alliance (Grassroots) is pleased to announce that Nite Ize has joined our organization as a Vendor Partner.

CEO and Founder Rick Case started Nite Ize as an undergraduate at the University of Colorado in 1989. "I was on a fishing trip using the brand new mini flashlight my family gave me as a gift. I was fishing at night with it, holding it in my mouth. Sure enough, I opened my mouth, and the flashlight fell out. I was staring down into the water, watching my still lit flashlight on the bottom when an idea hit me. That idea became the first product I ever made, the Headband Mini Flashlight Holder."

Case, who embodies the very essence of entrepreneurial spirit, built his successful company through dedication, inspiration and hard work. He was running the company from his mountain cabin when he received his first order for 42,000 Headbands. Over twenty years later, Nite Ize continues to expand with a large manufacturing facility and corporate offices based out of beautiful Boulder, Colorado. Case remarked recently, "You have to be passionate, have faith in what you are doing, and be persistent."

In years that have passed since that fishing trip, Nite Ize has grown from one bright idea into a company that makes and sells a wide variety of accessories, tools, and devices. They take pride in the way they conduct our business and do what they say we will do. They are passionate about their products, their customer’s satisfaction, their team members, partners, and their environment.

“Grassroots Outdoor Alliance retail members represent the heart & soul – the core of the outdoor industry”, said Paul Gagner, Director of Nite Ize’s Outdoor Channel. “I’ve worked with many of these members for over 20 years at other companies, and I’m excited to again have the opportunity to introduce the members to the high turn, highly innovative, and wildly creative products that are at the core of the Nite Ize and INOVA brands.”

“Nite Ize is a solid business that has enjoyed steady growth within our membership over the last 5 years”, states Grassroots President Roanne Miller. “We are pleased to partner with them and to utilize Paul’s years of outdoor experience to build a long term, mutually beneficial partnership.”

Grassroots Outdoor Alliance has 45 members with nearly 100 retail locations across the United States. Grassroots unites independent outdoor retailers as a strong voice to protect and promote the experience of outdoor enthusiasts across the United States. To learn more about Grassroots Outdoor Alliance, visit our website at