General Tire Enlists Grady Powell For New Ad Campaign

Apr 12, 2013
 general tire grady powell tire truck grabber army gun
  • 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.

For media information, visit

About General Tire

For more than 95 years General Tire has offered a complete quality line of ultra-high performance, passenger, light truck, off-road and commercial tires to meet all your needs.  General Tire is a proud supporter of Lucas Oil Off-Road Racing Series, Best in the Desert Racing Series, Major League Fishing, Chili Bowl, Pro-Pulling, Late-Model Dirt Series, Drag Boat Series, American Sprint Car Series, Tour, Zero One Odyssey, and Spec Tire of Trophylite and JeepSpeed.  Team GT supports off-road and short course teams including Banning Motorsports, CJ Hutchins, Garrick Freitas, Harley Letner, Jerry Zaiden/Jason Campbell/Jerry Whelchel/Mike Childress (Camburg), Jim Riley, Justin Lofton, Macrae Glass, Randy Merritt, Ray Griffith, Rick L. Johnson, Sean Backus, Steve Alexander, Steve La Roza, Carey Hart/Josh Merrell/Ryan Beat/Rob Naughton (Hart & Huntington), Carl Renezeder, Casey Currie, Kyle Lucas, Robby Woods, Ryan “Fluffer” Hagy, Marc Burnett, and Johnny Campbell.

General Tire is part of Continental Tire the Americas, LLC. (  With preliminary sales of €32.7 billion in 2012, Continental is among the leading automotive suppliers worldwide. As a supplier of brake systems, systems and components for powertrains and chassis, instrumentation, infotainment solutions, vehicle electronics, tires, and technical elastomers, Continental contributes to enhanced driving safety and global climate protection. Continental is also an expert partner in networked automobile communication. Continental currently has approximately 170,000 employees in 46 countries.


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