Chattanooga, TN – September 27, 2024

For the past few weeks, the Chattanooga community has been buzzing with curiosity about the mysterious "Since/2019" signage and billboards appearing around town. This intriguing campaign, launched by Gearhead Outfitters (GHO), has been designed to pique interest and set the stage for a significant announcement. Today, GHO is thrilled to unveil the story behind "Since/2019."

Who is Gearhead Outfitters?

Gearhead Outfitters (GHO) was founded in 1997 in Jonesboro, Arkansas by Ted Herget. GHO started as a small, family-owned outdoor retailer dedicated to providing the best outdoor retail experience, fostering community engagement, and supporting conservation efforts. Over the years, GHO has grown to 22 locations while staying true to its purpose and values, making a significant impact in the communities it serves.

"Since/2019"

In the summer of 2019, Ted Herget learned that Camping World had plans to sell Rock/Creek.

Recognizing a perfect alignment of values and community spirit, GHO swiftly moved forward with the acquisition, finalizing the deal on August 15, 2019. This serendipitous connection saved Rock/Creek from potential closure and set the foundation for a remarkable journey.

The "Since/2019" campaign reveals that Rock/Creek has been part of Gearhead Outfitters since 2019. It’s not just a rebrand; it’s an unveiling of the shared journey and unity that has been in place for five years.

Why Now?

Over the past five years, GHO has immersed itself in the Rock/Creek community, earning the trust of employees and customers alike. The idea for combining the two families was sparked by a long-standing Rock/Creek manager who saw an opportunity to unify the brands under a single mission. With perfectly aligned values—creating the best guest experience, providing opportunities for the team, and supporting the community—the transition was a natural progression. This campaign aims to streamline operations, consolidate marketing efforts, and foster a sense of unity among employees, enhancing the overall experience for customers.

Looking Ahead: A Future of Unity and Community Engagement

Unifying the brand opens up new possibilities for deeper community engagement and involvement in conservation efforts. GHO aims to serve a broader community, fostering inclusivity and growth. With partnerships like Patagonia and other exciting collaborations on the horizon, GHO is committed to bringing more opportunities to Chattanooga. As a family-owned business, GHO stands out from big corporations by staying true to its purpose and values, dedicated to giving back to the community and preserving the outdoor spirit.

Join Us for the Grand Opening Parties

To celebrate, GHO will host Grand Opening Parties on October 11-12. The community can look forward to seeing new signage at the stores beginning in early October. These events will be a chance to celebrate this new chapter, visit with the team you already know and love, and learn more about what GHO has in store for the future.