Deep in the
heart of Southern California’s Mojave Desert, two aftermarket accessory companies
with a keen focus on the burgeoning overland market—TRIGGER and ICON Vehicle
Dynamics—teamed up to host the first-ever Overland Experience during the Ultra4
King of the Hammers race. This inaugural, invitation-only event hosted more than
50 preregistered YouTube and other social media influencers in a secluded
campsite about 3 miles from the busy nucleus called Hammertown.
TRIGGER’s Rory Connell, the company’s primary goal for this initial event was
to bring together a well-known group of overland ambassadors and instill in
them a sense of belonging and community.
“We wanted not
only the opportunity to better educate them about our collective brands and products
but also to show them that they have a home in Johnson Valley during King of
the Hammers,” Connell said. “Most people just see the rock crawlers and tend to
shy away from what many refer to as the ‘Burning Man of off-road racing.’”
Experience campsite featured more than 20 SHIFTPOD tents provided by Advanced
Shelter Systems for use by invitees. With their unique reflective coatings and
hexagonal shapes, the SHIFTPODS created quite a buzz; indeed, many passersby
stopped to see the otherworldly tents in the desert. Of the encampment, Cody
Sisson of the Trailchasers podcast noted that “The design and construction of
the SHIFTPODS were truly impressive. From the ease of setup to the high-quality
materials, especially the robust zippers, you can tell that a lot of
engineering went into these to result in a superior camping experience.”
from cohost ICON Vehicle Dynamics led several trail rides to hot spots out on
the race course. “For a company that manufacturers complete suspension systems,
we were thrilled to have the chance to showcase our products in the real world
to our brand ambassadors and customers,” said ICON’s Jeremy Headlee.
got the attention of Edward Shin, host of the Krokem Outdoors YouTube channel. “I
didn’t know what an off-the-shelf suspension system from ICON could do until I
got to ride in their truck and see for myself,” Shin said.
culminated in a campfire hosted by KC HiLiTES, which kicked off its 50th-anniversary
marketing campaign at the event and leveraged the large group of attending influencers
to generate content for the upcoming year.
The weekend concluded
with a raffle highlighted by donations provided by additional manufacturers who
have the overland market in their sights. “It’s been nothing short of exciting
working with other brands who want a piece of the overland pie,” said TRIGGER’s
Connell. “It’s really easy to get stuff done when everyone involved has a common
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Though this is not a paid review, this content has been produced by The AAM Group™ in support of manufacturers with whom it has a business relationship.