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Category: Latest News

Created on Friday, 12 April 2013 16:26

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• Former Green Beret, Grady Powell, to be featured in General Tire print campaign seen in tactical weapons magazines in support of the Grabber line of tires.

• Take a behind-the-scenes look at the photo shoot here.

Fort Mill, SC – April 12, 2013.  General Tire is once again taking aim and paving the way to reach new audiences proving that indeed, “Anywhere Is Possible”.  General Tire enlisted former Green Beret, Grady Powell, to be featured in their newest “Anywhere Is Possible” print ad campaign to support the Grabber line of tires.  The ads will appear in magazines including Guns Weapons, Combat Handguns, Tactical Weapons, and Recoil, and can be picked up on newsstands beginning April of 2013.

“We’re constantly developing new ideas and looking to reach new audiences at General Tire,” said Travis Roffler, director of marketing for General Tire.  “This reader base is primarily made up of military, law enforcement and weapons specialists and a good percentage of them drive a light truck so it made sense to be in this space.”

To engage readers, General Tire made the decision to incorporate Powell into the campaign.  Powell entered the Army and during his five years of service, became one of America’s most elite soldiers and served in the United States Army Special Forces as a Green Beret.  

“We knew the best way to speak to these enthusiasts was to bring in an expert in their field so we brought on Grady.”  Roffler continued, “To have someone with his knowledge and expertise in weaponry, coupled with his past experience on our tires, just made sense.  We are thrilled to have him as part of our team and are proud to support our troops that are coming home.  Even if it’s in a small way.”

Powell exemplifies what the Grabber line of tires stands for, exceptional performance, durability and strength.  It was the perfect fit for the St. Louis, Missouri-native who was eager to assume his new duty of General Tire spokesperson.

“I was surprised when I first got the call from General Tire,” said Powell.  “To be chosen to represent their brand, when I don’t even drive race cars, was pretty cool.  It’s an honor to be a part of this campaign and to represent a company that is truly a leader in their industry.  Using a guy like me, outside the race track, is a testament to their ‘Anywhere Is Possible’ theme.  I’m proud to be a part of Team GT.”

The photo shoot was set over two days in Charlotte, N.C. and included both a studio shoot and on-site shoot at Just Bad Bucking Bulls ranch and was shot by Walter Arce of Action Sports Photography.  The ad shows Powell at work and in a casual environment set against a backdrop of a Ford F-150 on a set of Grabber HTS tires and a Chevy Silverado on a set of Red Letter Grabber tires, staying with the “Anywhere Is Possible” theme.  To add to the authenticity of the shoot, The Range at Lake Norman provided weapons similar to what Special Forces soldiers use in the field.

To see what happened behind-the-scenes, click here for a video recap.  

Tell us how you like the Grady Powell campaign on Twitter (@generaltire) at #Grabber.

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