The company’s slogan is a simple one: Be a HERO.

With that statement, GoPro has captured the imagination of action sports enthusiasts and creative minds around the world, allowing millions of people to make the company’s slogan a manifesto.

With GoPro’s recent IPO raising $427 million in the first day of trade, it’s clear the simplicity and resilience of this camera is valued further afield than the legions of surfers, skaters, mountain bikers … you name it, out to capture all their feats in glorious HD. While this focus may have been the humble beginning of the device, it has grown beyond all expectations.

Above all, we love the cost of the GoPro … around $500

You’ll now see GoPro footage incorporated into music videos, TV shows and cinema; the camera has been strapped to space walking adrenalin junkies, family pets, firemen, and even toys sent into space, capturing incredible views of the world we live in – from centimetres off the ocean floor, to the heart of African jungles, or the upper reaches of the atmosphere.

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What is it?

A digital HD video camera, which is lightweight and durable, comes with a range of accessories for mounting and waterproofing, and is aimed at action sports enthusiasts.

What does it do?

The latest GoPro model, the HERO3+ Black Edition, records HD video from 720p at 100 frames per second (fps), up to 4K HD at 15fps (NTSC), all in 16:9 ratio; takes 12MP photo stills at 30fps; features WiFi remote camera control; and records in MPEG-4 format, which can be edited in most widely available video editing programs.

Why we love it

Flexibility has endowed the GoPro with a formidable reputation in a number of industries. Whether due its reliability in various operating conditions – like underwater or high in the atmosphere – or the huge range of accessories, allowing you to affix the camera to just about anything; if you can imagine it, you can film it with a GoPro.

This is where another landmark feature comes in: Remote control. The HERO3+ comes with a simple WiFi remote control, but all enabled models can be controlled via the official mobile app; available for iOS, Android and Windows smartphones.

Mount your camera, shoot your video, and then share to many common social media platforms, all from the palm of your hand. It really is that simple.

A variety of UAV manufacturers have also turned their sites on the GoPro market, with drone makers like Parrot and DJI offering budget (kind of) aerial vehicles to help you literally take your videography to the next level.

Above all, we love the cost of the GoPro. Spend around $500 and you’ll get a GoPro and enough equipment to keep it safe, dry and strapped or mounted to anything imaginable. This factor alone has placed HD video recording in the hands of those who, up until recently, would’ve been hard pressed to find the dime to upgrade to professional level equipment.

It’s also the reason why many other brands in the HD video arena have sat up and taken notice. The number of GoPro-esque HD video cameras appearing on the market in the last three years alone has risen dramatically.

From early days as a way for surfers to capture their rides, GoPro now helps millions of people unlock their creativity and explore the world in exciting and unique ways. It’s hard to deny that we’re all better off for it.

Check out a very touching video of a kitten rescued from a fire here:

Here’s some amazing footage from the GoPro: Red Bull Stratos jump:

A very creative use of the GoPro to create an action movie-style music video here:

WARNING: Contains language and violence

Check out a marketing video for the GoPro HERO3+ Black Edition here: