As we were finalizing the tour details with our friends at Bespoke Sports and Entertainment (the agency for Academy Sports and some of the best marketers in the business), hurricane Harvey was growing in size and strength and on an uncertain path. Right as we were about to launch, Harvey hit Texas. Academy Sports, based near Houston, TX, suddenly had a lot to deal with, including the safety of their employees, the people in their community, and a lot of stores in the affected areas. The people at Academy Sports really elevated their game by making their headquarters a command center for police, army and medical crews to support the hurricane Harvey rescue effort. At various times their offices had about 400 first responders and then around 700 army and FEMA workers. That was truly a great effort by some caring people!