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In 1998, Bill Norton’s son, Jim Norton, founded Norton Technology, Inc. (an Internet division), which developed the first online sporting goods website for the Upland store, WalnutCreekArchery.com. This site is one of the first sites in the industry and has led the way into the huge "Internet" boom of the late 1990s.In 2010, Jim decided that a new company name and logo is important to better highlight Norton Technology and Walnut Creek Archery has become a growing business with the online sporting goods business. Decided to change the company name to Walnutcreekoutdoors. Nowadays, local consumers can shop and take advantage of the selection of goods for large sporting goods, which was once the only online shopper. After 22 years of operation, with the retirement of Bill, the original location of Walnutcreekoutdoors in the Highlands has been closed, but another store has resumed and continues to expand operations.