Not really a challenge per se, but we'd been cooped up inside our air-conditioned NYC office all July and were ready to hit the pavement. Plus, what better way to live the brand than by running product directly to our customers?

We hosted a Hand-Delivery Day for anyone living in Manhattan.

Here's roughly how it worked: We spread the word to our supporters. Our supporters spread the word to their friends. Our supporters' friends spread the word to some of their friends.  Our supporters' friends' friends thought about spreading the word, but then they just bought some gear instead. 

Classic case of word of mouth. 

Anyway...we didn’t stop running gear to customers all day. In fact, Hand-Delivery Day went so well, we extended it to two days and included a few fun perks for big spenders.