KÜHL MULE Tour bringing events to retailers in Bergen, Morris and Hunterdon counties
NEW JERSEY — Outdoor apparel company KÜHL will bring its traveling MULE Tour to retailers in Bergen, Morris and Hunterdon counties this month as part of the company’s effort to support independent specialty retailers and connect with local outdoor communities.
The 2026 Northeast tour will make stops in Ramsey on Sept. 19, Succasunna on Sept. 22 and Flemington on Sept. 23. Events will feature KÜHL’s converted expedition vehicle, giveaways and activities, with live music and food planned at select locations.
The tour will stop at Ramsey Outdoor in Ramsey, Bergen County, on Sept. 19. The event is scheduled from noon to 3 p.m. and will include live music and ice cream. An ice cream truck is also scheduled to be available from 3 to 7 p.m.
The MULE will visit Ramsey Outdoor in Succasunna, Morris County, on Sept. 22 from noon to 3 p.m. Ice cream and activities for customers and store employees are planned. No band has been confirmed for the stop.
The tour will stop at Flemington Department Store in Flemington, Hunterdon County, on Sept. 23 from noon to 3 p.m. Giveaways are planned, but no live music or ice cream is currently scheduled.
Launched in 2021, the MULE Tour has traveled more than 5,000 miles and visited more than 60 retailers. KÜHL said the tour has hosted more than 50 concerts featuring over 25 local bands, with thousands of people attending events in Tennessee, Texas, Colorado and New England.
At the center of the tour is a restored 1996 Stewart & Stevenson M1078, originally built as a 2.5-ton military cargo truck. The vehicle has been converted into a mobile event and concert platform capable of accommodating up to six musicians.
“A digital ad is something that quickly gets scrolled past. A day spent at a live show in a parking lot, next to a truck that turns into a stage, stays with you,” said Jonny Atencio, who works in partnerships and events for KÜHL.
“That’s the whole idea behind the MULE Tour. We’d rather give someone a memory than an impression. The small surprises are what make it stick: a band you didn’t expect, a giveaway you didn’t see coming, a reason to linger a little longer at a shop you already love. That’s not something you can manufacture online.”
KÜHL said approximately 55% of its business continues to come through specialty retail, with independent retail partners in all 50 states and some relationships dating back more than 25 years.
“As an independently owned company, we take a lot of pride in supporting our independent retailers and the communities they serve,” said Tyler Jackson, sales director for KÜHL.
“Our specialty retailers, along with our independent sales reps, are the lifeblood of our company and have played an enormous role in building the brand. The MULE Tour isn’t about generating a spike in sales for one day or one weekend; it’s about showing up and thanking the people who have supported us along the way.”
