GoPro is diversifying away from its core action-camera business by merging with optical-photonics firm Starman Optical, pivoting the company towards the booming AI data centre market. As part of the deal, GoPro shareholders will receive $285 million and retain roughly a 10 percent stake in the combined business, which will remain publicly listed. The move mirrors a wider trend of established consumer brands, such as shoemaker Allbirds, unexpectedly repositioning themselves around AI infrastructure demand.

Alongside the $285 million payout, GoPro's roughly $92 million in outstanding debt will be settled as part of the transaction, which still needs shareholder and regulatory approval and is expected to close by the end of 2026. The enlarged company plans to keep making GoPro's cameras and running its subscription and cloud services, while adding Starman's optical transceivers to expand into AI infrastructure, alongside new pushes into defence, government, robotics and aerospace. GoPro, once valued at $4 billion on its 2014 stock market debut, has seen its share price struggle in recent years, though it recently rose after YouTuber Markiplier (Mark Fischbach) became its largest individual shareholder with an 8.5 percent stake.