Marketing Firearms to the African American Community?

By Philip Smith – President National African American Gun Association.

Shaquille O'Neal, left, checks out the SIG SAUER Mosquito handgun.
Shaquille O’Neal, left, checks out the SIG SAUER Mosquito handgun.
National African American Gun Association
National African American Gun Association

USA –-( We have waited patiently with our Bibles in one hand and fingers crossed in the other for Gun Manufacturers to start marketing to us.

The Federal Government estimates that about 19 to 20% of all African American households own a Gun in their home currently.

That figure would make about 6+ million people with Guns and a faster growing number of new black families and Single Black Women purchasing Guns for the first time due to possible growing Terrorism threats and Crime.

That is a huge “untapped” market that needs to be served.

If making money is the objective then the “Firearm Industry” collectively should have defined market strategies with commercials, advertisements, and brand awareness for the African American Community.

There are no excuses………If it makes money then it makes sense. The bigger question is why wouldn’t companies want to distribute their product in a new market that increases their revenue. Will it take “Divine Intervention” or a person who has celebrity Star power to get the ball rolling.

A Good example of this is when Magic Johnson wanted to get Starbucks to sell Coffee in under served African American and Latino markets he went to the CEO of Starbucks Howard Schultz and said “Look black and Latino folks, we like coffee too ”.

From that simple discussion 105 Starbuck locations were developed and were very financially successful. We need that type of vision in the Gun community from the Industry Executives and individuals who understand demographics and see the big picture on how they can make more money and serve all of America. Don’t call it racism, when often times we just need someone who understands both sides of the discussion to develop a viable solution.

I recommend looking at a Star like “Shaq” who loves Firearms but is well known in the African American Community……That makes sense.

I believe it is time for that person or company to step forward….

Only those who dare to fail greatly can ever achieve greatly.” – Robert F. Kennedy

About National African American Gun Association (NAAGA):

The goal of the National African American Gun Association is to have every african american introduced to firearm use for home protection, competitive shooting, and outdoor recreational activities. We are a civil rights organization focused on self preservation of our community through armed protection and community building. The National African American Gun Association provides a network for all african american firearm owners, gun clubs and outdoor enthusiasts. We welcome people of all religious, social, and racial perspectives. We especially welcome african american members of law enforcement and active/retired military.

For more information, visit:

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Anyone else notice that Shaq is holding the gun right handed yet aiming with his left eye? If you’re going to use a picture for a purpose like this at least have proper technique. Lol!


I’m a right handed shooter and, I’m left eye dominant. So, for over 35 years, I have “cross-sighted” with a handgun. I don’t do it quite like Shaq is but, I still do it and, I can put a controlled pair in the head of a silhouette at 25 yards consistently. “Cross-sighting” allows me to keep both eyes open during target engagement. I use my right eye when firing a rifle but, I must close my left eye to do so. The point is, there is no “right way” or “wrong way”. There are simply different techniques. The one that… Read more »


More look at me. If you need a firearm go damn get one.


I’m confused. Specifically what kind of marketing are we talking about here? Pistols with sights mounted on the side?

marc disabled vet

No special treatment period ! This country is so afraid of leaving someone out with political correctness, they are actually doing more harm than good. People see ads directed at specific , races or ethnic groups and wonder why are those groups different or special. Just like cars ! Is there a specific brand or model for say a Latino mother that a Norwegian man shouldn’t drive ? NO ! People see and buy what they want or can afford. Brand pushing to a specific ethnic group is wrong, Everyone knows guns are for sale , If they want one… Read more »

Why is it that when you see gun ads populated by 100% white folks you don’t view that as being “special treatment” or “Brand pushing to a specific ethnic group”. I bet you would feel differently if all gun ads had black folks in them.

Raul Muniz

I agree with Dave, I am Hispanic and I am insulted by thinking that we need a special marketing scheme to by weapons. Either you approve with the 2nd amendment or you don’t


I agree with both Dave and Raul !


I fail to understand why a manufacturer needs to play to the race card to sell their products. Guns are out there on the market, those who wish to buy them may. This country HAS to grow up to be bigger than that.

el heFFe

It’s about marketing, not race. And marketing works based on demographics and other contributing factors.


For my 67 years, it’s been that the manuf. market the GUN…those who want them go buy them. They don’t cater to any race. I don’t think that they need to be told what they have to do to sell their guns.


Good point, Dave. The gun industry doesn’t need to be ni&&erfied like so many other industries have been.

Button Gwinnett

Go suck off a monkey, Brownshirt.

Wild Bill

@ButtonitGwinne, What is your point? What are you trying to say? What you have written is a waste of our time reading, and a waste of your time typing.