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Norris went on to star in a streak of bankable independently made action and martial arts films, with A Force of One (1979), The Octagon (1980), and An Eye for an Eye (1981). This made Norris an international celebrity. He went on to make studio films like Silent Rage (1982) with Columbia, Forced Vengeance (1982) with MGM, and Lone Wolf McQuade (1983) with Orion. This led Cannon Films to sign Norris into a multiple film deal, starting with Missing in Action (1984), which proved to be very successful and launched a trilogy. Norris started to work almost exclusively on high-profile action films with Cannon, becoming its leading star during the 1980s. Films with Cannon include Invasion U.S.A (1985), The Delta Force (1986), and Firewalker (1986), among others. Apart from the Cannon films, Norris made Code of Silence (1985), which was received as one of his best films. In the 1990s, he played the title role in the long-running CBS television series Walker, Texas Ranger from 1993 to 2001. Until 2006, Norris continued taking lead roles in action movies. His last appearance in a major film release was in The Expendables 2 (2012).

Throughout his film and TV career, Norris diversified from his regular endeavors. As a writer, he is a New York Times bestselling author of books on martial arts, exercise, philosophy, his conservative politics, Christian western fiction, self-help, and biographies, and he also serves as a columnist for WorldNetDaily. Norris also appeared in several commercials endorsing several products, most notably being one of the main spokespersons for the Total Gym infomercials. In 2005, Norris found new fame on the Internet when Chuck Norris facts became an Internet meme documenting humorous, fictional, and often absurd feats of strength and endurance. Although Norris himself did not produce the "facts", he was hired to endorse many products that incorporated Chuck Norris facts in advertising. The phenomenon resulted in six books, some of them New York Times bestsellers, as well as two video games, and several appearances on talk shows, such as Late Night with Conan O'Brien, in which he read the "facts" or participated in sketches.