GoPro, the San Mateo-based maker of video cameras, filed a confidential IPO Friday, the company said in a brief statement.
Taking a page out of Twitter's handbook, the company also filed a "secret" initial public offering with the U.S. Securities and Exchange Commission so it would not have to reveal its financials until a later date.
The company makes small cameras that are often mounted on helmets or other equipment and used in extreme sports and even on drones to provide a first-person point of view.
GoPro was founded by chief executive Nicholas Woodman and quickly evolved from cameras using 35-mm film to ones using a digital format.
The IPO filing comes just days after GoPro appointed Jack Lazar its chief financial officer.
Friday's filing also comes a day before a GoPro-made documentary airs featuring Olympic athlete Shaun White, who is sponsored by the video camera maker.