The phenomena of organizational stigmatization have received increasing attention in the literature, highlighting various strategies aimed at coping with, even reducing and eliminating stigmatization. However, while actions that enable an organization or profession to reduce stigma have been studied, there is much less knowledge at the industry level. The study analyzes the pinball industry, which was prohibited in major US cities and states for nearly 30 years. It uncovers the complementary roles of technological and material innovation, as well as demonstrations, in destigmatizing the industry, along with other forms of collective action. From a theoretical point of view, this article contributes to locating where, when, and how the process of destigmatizing an industry occurs.