CHARLESTON, S.C. — September 24, 2026 — The Murray Road Agency, a leading marketing and creative agency serving the outdoor industry and related markets, is proud to announce the launch of 10Stone, an all-new lifestyle brand inspired by country music superstar Jason Aldean and available at Walmart in collaboration with longtime Murray Road client, TrueTimber.
As TrueTimber’s agency of record, Murray Road played an integral role in bringing 10Stone to market, supporting the initiative across brand development, corporate partnerships, social media, content creation, public relations, and overall launch strategy.
The retail debut of 10Stone coincided with the release of Aldean’s new album, Songs About Us. A brand born on tour and inspired by Aldean’s lifestyle, 10Stone brings together music, outdoor culture and everyday American style. The collection is now available at Walmart, with an expanded retail presence planned across the country throughout Fall of 2026.
“The launch of 10Stone represents a significant milestone for both Murray Road and TrueTimber,” said Kelsey Puryear, chief operations officer at Murray Road Agency. “When we first partnered six years ago, TrueTimber was already well established, but we saw a tremendous opportunity for continued growth. Over the years, our two organizations have grown alongside one another, expanding our teams, capabilities, and presence within the outdoor industry. This launch is a direct reflection of that strength, and there is plenty more to come.”
Specifically, the agency developed and produced the campaign’s primary launch video and supporting photography, along with creative assets designed for digital, social media, and in-store applications. The team also supported the broader marketing strategy surrounding the launch and helped facilitate the high-profile collaboration between TrueTimber, Walmart, and Aldean.
“I’ve been fortunate to be part of nearly every step of our journey with TrueTimber,” said Will Ireland, digital marketing and strategic partner manager at Murray Road. “The launch of 10Stone has been a standout project since the beginning. I’m incredibly proud of our team and the work that went into bringing this brand to life.”
10Stone marks another significant step in the evolution of TrueTimber and its continued expansion beyond traditional camouflage and outdoor apparel. For Murray Road, the project represents the latest example of the agency’s ability to launch products and brands in major retailers by combining strategic marketing, creative development, content production and partnership management to help outdoor brands enter new markets and connect with new audiences.
The 10Stone launch video, fully produced by the Murray Road content team, is now available for viewing on Jason Aldean’s Instagram page.
For more information about Murray Road Agency, visit MurrayRoadAgency.com or follow Murray Road on Instagram, Facebook or LinkedIn.
Media Contact:
Tim Brandt |The Murray Road Agency
tim.brandt@murrayroadagency.com
About Murray Road
Murray Road is a passionate and well-rounded marketing agency dedicated to the outdoor industry. If a consumer uses a product, technology or process to seek, hunt, fish, gather, cook, explore, push boundaries or for any other activity outside, Murray Road can and will market it. It also excels in digital and brick-and-mortar retail environments and are expanding into other consumer markets as well. More information on the agency, specific services or our team is available at MurrayRoadAgency.com.