ICYMI: Industry News From July 11 — July 17, 2026
ZEISS V3: The Most Accessible ZEISS Optic Ever Built
When the shot opportunity comes down to the final minutes of legal light, hunters need an optic they can trust without hesitation. The new ZEISS V3 riflescope line is built for exactly those moments, helping hunters see more clearly, stay confident longer, and make the most of every hunt. Featuring six purpose-built models across a wide range of hunting applications — from rimfire practice to western, big-game pursuits — the ZEISS V3 lineup combines practical versatility with dependable performance.
The ZEISS V3 lineup spans 1-inch and 30 mm main tube configurations, weighs between 12.6 and 18.7 ounces, and measures 10.7 to 13.1 inches depending on configuration, delivering a compact, lightweight footprint designed to mount cleanly on most hunting rifles. Nitrogen-purged and waterproof to 3.3 feet for one hour, it’s built to handle the field, not just survive it.
Metal-on-metal turrets with positive, repeatable adjustments and a multi-turn design give hunters the kind of dialing confidence that holds up under pressure. Four reticle options cover close-timber to long-range applications, with optional red center-dot illumination available on select models.
The full ZEISS V3 lineup is backed by the ZEISS Transferable Limited Lifetime Warranty and Transferable Five-Year No-Fault Policy. Retail pricing runs from $299.99 for the rimfire configuration and up to $949.99 for centerfire models, with options built to meet hunter’s needs, whatever they are.
Explore the ZEISS V3 and the full lineup of premium optics and accessories at zeiss.com.
Bear OPS Introduces the Nekema II Pocketknife
Bear OPS introduced the Nekema II, a purpose-built everyday carry knife designed to meet the demands of concealed carry, tactical use, and hard daily wear. Made in the USA at Bear OPS’ facility in Jacksonville, Alabama, the Nekema II reflects the brand’s uncompromising approach to quality, performance, and reliability.
At the core of the Nekema II is a 3.5-inch Sandvik® 14C28N stainless steel blade, offered with a modified drop-point profile. Known for its excellent edge retention, corrosion resistance, and ease of sharpening, 14C28N is an ideal steel for serious EDC users. A durable DLC coating model further enhances corrosion resistance, minimizes glare, and protects against scratches in harsh environments.
Available in Black & Copper or Gray & Blue, the Nekema II offers American-made performance at an MSRP of $92.49–$97.49.
To learn more about the Nekema II and entire Bear OPS lineup, visit bearandsoncultey.com.
Apex Ammunition Introduces Dove Stratified Loads in Lead and Steel
Stratified™ line of hard-hitting, superior patterning shotshells. Featuring layered shot sizes of either L3 high-antimony lead or S3 steel pellets, the Dove Stratified series is designed to deliver optimal performance at variable ranges – with dense close- and mid-range patterns and increased terminal energy at longer distance – to bring down those speedy highfliers.
Features of Apex Dove Stratified:
– Layered Shot Payload – Optimized for both close birds and long-range fliers
– Deadly Pattern Density – Increased pellet count on target
– Customer-Driven Innovation – Built on real-world feedback from the field
– Assembled in the USA – Premium components, loaded for peak performance
For more information, visit ApexAmmunition.com
1791 Industries Ultralight AR Receivers Are Now Available
These innovative receivers are manufactured using a Metal Matrix Composite (MMC) material that is 33% lighter than aluminum, yet just as strong and durable. 1791 LiteRaider products are designed and engineered to fully exploit the benefits of this new material, offering comparable strength and durability to 7075-T6 aluminum while providing better thermal resistance and weight reduction.
Both the LRM4 Upper Receiver and LRM4 Lower Receiver are the lightest metal receivers available, built to Mil-Spec. The LiteRaider stripped lower receiver weighs just 6.2 ounces, while the new LiteRaider stripped upper weighs just 4.8 ounces. This is significantly lighter than typical aluminum receivers while offering more strength, vibration dampening, and durability. The combined weight reduction of the upper and lower receivers is crucial for building a lightweight AR-15 or duty-grade rifle without sacrificing strength, durability or performance.
For more information about 1791 LiteRaider, visit the website at 1791industries.com.
Remington’s Patriotic Themed Bulk Buckets Now Shipping
The ‘Don’t Tread on Me’ and ‘Come and Take It’ bulk ammunition buckets, spanning rifle, handgun, and rimfire, are now shipping to dealers nationwide.
Remington’s “Don’t Tread on Me” series pays tribute to one of the most powerful symbols of early American resolve: the coiled rattlesnake on the Gadsden Flag. The series features four limited loads in 22 LR, 223 Remington, 7.62x39mm, and 9mm Luger.
Remington’s “Come and Take It” series draws inspiration from one of the nation’s most iconic expressions of defiance, which was used in historic U.S. battles. This four-product series features 22 LR, 223 Remington, and 9mm Luger (FMJ and JHP), designed for both training and defense.
For more information on Remington ammunition visit remington.com.
New from Rocky Boots: Performance-Driven Duty Boots
Rocky Boots expands its Public Service lineup with two new U.S. Marine Corps-certified S2V Tactical Military Boots, delivering mission-ready performance for military personnel, law enforcement officers and first responders who demand uncompromising protection and comfort in the field.
The collection includes the Rocky USMC S2V Tactical Military Boot, designed for lightweight performance and all-day comfort, alongside the Rocky USMC S2V Steel Toe Tactical Military Boot, which adds an ASTM-certified steel safety toe and electrical hazard protection for professionals requiring enhanced on-the-job protection without sacrificing mobility or durability. Both styles are USMC Certified as of 2025, reinforcing Rocky’s commitment to building footwear that performs in the most demanding conditions.
For more information visit Rockyboots.com.
LaCrosse Introduces The Alphaburly Aero For Fall 2026
LaCrosse Footwear is set to debut the Alphaburly Aero in Fall 2026, an evolution of the trusted Alphaburly line. Known for its premium, hand-laid rubber construction over a naturally insulating neoprene core, the Alphaburly family now advances into the next generation with AeroForm technology.
The Alphaburly Aero introduces a suite of performance features, including a moisture-wicking Grid Fleece liner, Active Fit construction for an adaptive and secure feel, a stabilizing oversized X-Shank, and a Burly Trak outsole designed to deliver confident traction across mud, rock, and snow. Offered in both non-insulated and Solarcore insulated options—powered by NASA-developed Aerogel thermal technology—the Alphaburly Aero is purpose-built for all-day wear, rugged terrain, and extreme weather conditions. Available for both men and women.
Men’s MSRP: $210-$220 (non-insulated), $240-270 (insulated)
Women’s MSRP: $210 (non-insulated), $240-250 (insulated)
For more information visit Lacrossefootwear.com.
