Ear and Eye Protection Brand ULTRX at 2025 SHOT Show


Louisville, CO: Post pandemic, firearm and protection categories may be waning, but customer interest for new and innovative accessories that help them shoot safer…is at an all-time high. ULTRX™, a new transformative brand launched by Allen Company in 2024, continues that momentum into the new year with the expansion of key product segments including digital sound enhancement, expanded youthful color palettes and a multitude of stylish eye protection options.
ULTRX™ Ear and Eye Safety Protection products were picked up nationwide by some of the industry’s largest retail outlets and can be identified by the high-visibility chartreuse and gray retail packaging they utilize. The initial launch year included approximately 65 new items targeted across digital earbuds, high-fidelity sound earmuffs, passive earmuffs, and small in-ear protective formats. Read more