I helped Sage launch their first US promotional tour. Sage has a reputation as the Cadillac of fly rods, and the brand had become somewhat disconnected from its customers. The grassroots tour was designed to help the brand reconnect with its audience where they were, on the river. Sage ambassadors were using a pimped-out Westfalia van as a pop-up store, traveling to where their target audience was, the river. They stopped at 10 different rivers around the western US, spending a couple of days at each. Customers could demo rods, talk one-on-one with ambassadors, take a casting class, eat some food, and have some fun.