How DJI hijacked GoPro’s brand to launch drones and then dumped the camera partner
In 2013 DJI slotted a GoPro mount onto its first consumer drone, using GoPro’s hype to create demand without camera R&D. Within months DJI released a self‑built drone with an integrated camera, outpacing GoPro’s own Karma drone and forcing GoPro out of the aerial market. The move shows how piggy‑backing an incumbent’s brand can validate a category, then replace it.