Troop Chic

Gearmakers are now leveraging their special-forces adaptations to sell new products to civilians. A hydration pack with a microbe-killing water filter that Camelbak designed for the military is hitting the consumer market. Oakley just launched a consumer version of its lightweight assault boot, which special-forces units in Afghanistan prized for its fire-retardant laces and squeak-reducing soles. But these firms face a tricky marketing challenge. Unlike buyers of hunting gear, many core customers for extreme-sports equipment are antiwar types for whom the label "battlefield tested" could be a turn-off. "We're not trying to hide our military connections," says Camelbak's Scal, "but we're not beating our chests and making a show of it either."