In the spring of 2018, OW Logistics set out to grow its brand around the world. At the same time, we wanted to support the Nugegoda Girls' Home in Sri Lanka. Inspired by classic music-tour merch, we launched the "Wear in the World" campaign with custom OWL Tour jerseys. People sent in selfies wearing the jerseys from all over the world. Then, for every photo, we donated $50 to the orphanage.
It was a success, raising real money and brand awareness in equal measure. So in 2019, we built on that momentum with a replica Grateful Dead tour jersey. As a result, we doubled the previous year's funding. That money paid for new dormitories, bathrooms, showers, computer facilities and playground equipment at the Girls' Home.
Taking it on the road
In 2020, we bought a used RV and wrapped it in bold OWL branding. Then we launched the "Not Your Father's Forwarder" Tour. The RV headed east from California. Along the way, we met customers and partners and filmed thought-leadership sessions. In fact, it raised more than the previous two years combined.
What began as a t-shirt became a bus. What began as a fundraiser became a way of doing business, on the road, in person, with purpose.
The Never Ending Tour: a history still being written
That success led us to rename it "The Never Ending Tour" in late 2020. As of spring 2025, we're still on the road and still growing its impact around the world. Most recently, we brought the bus to TPM 2025 in Long Beach.
It sums up who we are: a forwarder that would rather show up in person than send another portal link. After all, the tour, like the work, never really ends.
