Truck bed organization and storage solution company, DECKED, has announced it is a marquee integration partner of CBS’s new music competition show, “The Road,” premiering Sunday, Oct. 19, on the CBS Television Network and streaming on Paramount+.
“The Road” follows 12 talented emerging musicians as they compete as opening acts for GRAMMY Award winner Keith Urban at music venues across America. Alongside GRAMMY Award winner Gretchen Wilson, who acts as “tour manager” for the series, Urban is joined by executive producers Blake Shelton and Taylor Sheridan. Other country music stars will appear throughout the season to help guide these seasoned musicians. Along with a live venue audience, the stars and guests on the show will determine who advances to the next city. The docu-follow offers viewers a backstage pass into the gritty and unforgiving life of a touring musician, company officials stated in a press release.
DECKED’s First Major Collaboration With a TV Series
The partnership marks DECKED’s first major collaboration with a television series, and the company says that, as the show’s exclusive partner in the automotive accessory and organization category, its products will be featured throughout the season. Viewers will see DECKED products integrated organically into multiple episodes of “The Road,” as the show follows what happens when some of the best emerging musicians pile into a tour bus and tackle a grueling schedule in pursuit of their dreams, noted the release.
“Supporting hard-working, road-tested people is in our DNA,” said Greg Randolph, vice president of marketing at DECKED. “The traveling musicians in ‘The Road’ live out of their vehicles and put in the miles, just like the contractors, tradespeople and weekend warriors we serve every day. Partnering with a story about grit, hustle and the pursuit of something bigger than yourself made sense for DECKED.”
In addition to product appearances, DECKED will roll out virtual billboards across the country tied to the series premiere and key episodes, putting the brand in front of millions of viewers.