Brand Awareness

ite Ize employees attend 100-plus trade shows across the country every year. At each stop, browsers of Nite Ize’s booth easily recognize the more than 500 products the company hawks—the retractable dog leashes, the bendable gear ties. They) says. “And we get to say, ” Don’t feel too bad for Case. Producing such an array of gear hasn’t resulted in name recognition for the firm he founded 30 years ago, but his penchant for dreaming up small, innovative adventure tools has turned Nite Ize into one of Boulder’s biggest outdoor brands: The company has 250 employees, and according to many unofficial estimates, generates more than $100 million in annual revenue. (Nite Ize declined to disclose definite financial info.)