On the fifth anniversary of #mydentity, founder Guy Tang hit the road with Gear at the wheel. Gear planned and managed a five-month bus tour that enabled Guy to connect with retailers and professional stylists across the U.S. Custom bus wraps showcased the expert colorist and his products, becoming mobile billboards to drive consumer awareness. At every turn, Gear overcame roadblocks, including securing buses and drivers during a post-pandemic shortage, finding wrap artists, drafting liability wavers, and literally mapping the journey – which culminated in a NYC private dinner at Buddakan for key editors. Customer relationships grew, consumer recognition increased, editors were excited to connect with the brand and get face-to-face time with Guy, and sales continued in the right direction.
3 Buses covering 800 miles in 5 months
26 Retail Stops
7 States: CA, DE, NJ, NY, NV, PA, TX