NEW YORK (AP) — GoPro isn’t exactly a household name, but anyone who’s spent a little time on YouTube is surely familiar with the thousands of snowboarding, surfing and even skateboarding baby videos that its cameras produce.

GoPro Inc., which makes a small line of high-definition video cameras geared toward extreme sports athletes, is experiencing a rare moment in the spotlight. The San Mateo, Calif.-based company is a common sight at the Winter Olympics in Sochi, Russia, showing up in everything from the opening ceremony to test runs of ski and snowboarding courses. It currently sponsors the U.S. Ski and Snowboard Association and champion snowboarder Shaun White.