For over 70 years now, Glendale Parade Store has been proud to support military and first responder parades, memorials, and celebrations. Since its founding in 1947, Glendale has been a trusted source for high-quality gear and apparel, offering a wide range of products that cater to the unique needs of the U.S Junior Reserve Officers’ Training Corps, ROTC (Reserve Officers’ Training Corps), first responders, and military color guards.
With an impressive inventory of over 17,000 SKUs, the company supplies everything from flags and banners to replica rifles and drill equipment. Glendale’s catalog, published bi-annually and distributed to JROTC programs nationwide, reaches approximately 500,000 high school students, reinforcing its critical role in shaping young cadets’ experiences and fostering a deep respect for national symbols and traditions.
One of Glendale’s flagship products is the M1000 replica rifle, first introduced in 1984. Available in both a full-weight version and a lighter model ideal for parades, this drill rifle has become a staple in the industry, serving police officers, firefighters, and veterans alike for public ceremonies, reenactments, and competitive training. Beyond the M1000, Glendale Parade Store also manufactures a variety of competition drill rifles designed to meet the needs of various honor guards and military units.
Today, Glendale Parade Store is led by Jose Alejandro Barreto Martinez, a Captain in the US Air Force Reserve and decorated combat veteran. Jose’s journey to the helm of Glendale is as inspiring as the company’s mission. Born in Connecticut, United States, and raised in Columbia and Spain, Jose enlisted in the military to fund his education after returning to the U.S. With scholarships covering only part of his expenses, he found his path through the military. He enlisted as a vehicle operator in the military services, where he deployed twice, and was later commissioned to become an Officer in the Air Force Reserve, a position he still holds. Proceeding this, he obtained his MBA from Harvard Business School. He attributes his academic success to the discipline he learned from the military.
“I believe the military is the greatest career mobility builder in the world,” he shares. “It’s the responsibility and leadership opportunities that come with deployment at a young age that push you to grow. My experience in the military shaped who I am today, and now, through Glendale, I’m committed to giving back.”
This captain’s leadership is guided by a deep respect for the traditions that Glendale represents. The company remains committed to producing American-made, high-quality products that have been featured in military bases, classrooms, scout camps, stadiums, and even on the silver screen. One of Glendale’s most prestigious offerings is its American Spec Casket flags, which are draped over the coffins of fallen service members. Jose says, “In some instances, a person’s first official interaction with our nation’s symbols is through the flags we provide. And, in some situations, where that person has gone on to pay the ultimate price in service of our country, one of our flags is often the last American flag they receive. This is a unique and humbling privilege.”
Glendale Parade Store’s products have become synonymous with patriotism and honor. The company’s flags, banners, and uniforms are displayed in all 50 states, the U.S. territories, and various countries worldwide. They can be seen at schools, military installations, businesses, private homes, VFW (Veterans of Foreign Wars) posts, and veterans’ organizations, serving as enduring symbols of community and national pride.
In addition to its commercial offerings, Glendale Parade Store plays a pivotal role in nurturing the next generation’s understanding of American history and values. Through cadet programs, countless young people receive their first exposure to the American flag and the customs and traditions it represents. Jose hopes to expand programs like JROTC to more states, ensuring that even more youth gain an appreciation for civics, history, and the significance of national service.
“I came to the United States with just $232 in my pocket, served in the military, and went back into the corporate world,” he expresses, “It’s the responsibility of being deployed to an unknown place at a very young age and understanding how to lead people that was the motivation. And I think that is what the military allows you to do. It’s a phenomenal place for you to extend your wings and fly. And now, with Glendale, I wish to give back.”
Further extending Glendale’s impact, Jose has launched Drill Dojo, a free online program that teaches youth the art of military drill. Participants can submit videos and receive feedback, helping them hone their skills and maintain the tradition of excellence associated with military drill teams. “Ultimately, the goal with Drill Dojo is to continue the legacy even beyond JROTC, where we can instill a sense of tradition, legacy, and valor in today’s youth,” he states.
As Jose looks into the future, he envisions expanding Glendale’s reach and influence, while staying true to its mission of honoring those who serve; and opening doors for more opportunities for today’s American youth.
