KETCHUM, Idaho, Aug. 25, 2025 /PRNewswire/ — DECKED, the American-made leader in truck bed organization and storage solutions, announced today it is a marquee integration partner of CBS’ highly anticipated new music competition show, The Road, premiering Sunday, Oct. 19 (9:00-10:00 PM, ET/PT) 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. In his search for the next big artist, 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, and other country music stars throughout the season, who guide these seasoned musicians, and along with a live venue audience, determine who advances to the next city. In the end, only one will walk away with the grand prize. Without a shiny floor in sight, the docu-follow offers viewers a backstage pass into the gritty and unforgiving life of a touring musician.
As the show’s exclusive partner in the automotive accessory and organization category, DECKED products will be featured throughout the season, showcasing their durability, versatility and efficient approach to organization, both on and off the road.
The partnership marks DECKED’s first major collaboration with a television series, and the brand is hitting the ground running. 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.
“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 in a bold new way.
DECKED sees the partnership as more than just a marketing move, it’s a celebration of the shared values of resilience, reliability and staying organized no matter how chaotic the journey.
The company remains committed to manufacturing capable products, like the ultra-rugged Drawer System, in the USA, with manufacturing facilities in Defiance, Ohio, and St. George, Utah, and its headquarters in Ketchum, Idaho.
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