Detroit Regional Chamber > Member News > Veteran Executive Adam Friedman Joins SABRE Security Equipment Corporation as New Chief Marketing Officer

Veteran Executive Adam Friedman Joins SABRE Security Equipment Corporation as New Chief Marketing Officer

February 8, 2018
SABRE Security Equipment Corporation announces the hiring of Adam Friedman as their new Chief Marketing Officer. With over 20 years of marketing experience, Friedman plans to help SABRE further innovate their product lines, expand its relevance beyond its traditional consumer market and broaden brand presence overseas.

“Friedman has had a great deal of experience solving marketing and business challenges for many well-recognized brands, including Kellogg’s, McDonald’s, American Express, Samsung, IBM, and more,” said SABRE CEO David Nance. “We are excited to put his expertise to good use as we expand our brand presence and product line in 2018.”

Over the last year, SABRE has released several self-defense products ranging from potent pepper sprays to stun guns to bear-resistant food containers.

SABRE will utilize Friedman’s leadership and marketing expertise to continue product expansion integrating enhanced technology to maximize the user experience.

They also plan to increase their B2C and B2B marketing efforts by branching out into adjacent consumer categories and expanding their brand global footprint.

“I’m excited to be joining SABRE. They are a purpose-driven brand that squarely sits within a product category that couldn’t be more culturally relevant right now,” said Friedman.

“My focus will be driving brand preference toward SABRE as the most trusted, modern brand. They already offer the best-selling and most trusted Pepper Spray in the category, so there’s no reason why SABRE shouldn’t be a household name.”

To coordinate an interview with SABRE’s new CMO Adam Friedman, contact Brooke Daily at

SABRE, the no. 1 pepper spray trusted by police and consumers worldwide, is family owned and operated with four decades of experience and is the leading brand in personal safety. The company’s law enforcement grade pepper sprays provide consumers with the same superior quality chosen exclusively by the New York Police Department, Los Angeles County Sheriff’s Department, and law enforcement agencies worldwide. SABRE has trained 3,500 officers around the globe on the use of force and how to use pepper spray. SABRE also has a line of consumer personal alarms and home security systems and is dedicated to educating its customers. SABRE’s Personal Safety Academy is available through certified instructors around the world to help teach personal safety skills to SABRE users. Stay informed by following SABRE on Facebook at @sabreredpepperspray, on Twitter @SABRERed, on Instagram @SABRESafety, or by visiting