This video features a keynote, How JC Curleigh Brought Gibson Brands Back to Life, delivered by JC Curleigh, president and CEO of Gibson Brands, at Total Retail Tech 2022 in Nashville.

James “JC” Curleigh had no idea what was about to happen after making a call to Gibson — one of his favorite brands — in the fall of 2018. The brand had lost its way, and Curleigh thought he could help, having spent years turning around another iconic American brand, Levi Strauss & Company. Soon after the call, Curleigh was named CEO and thus began his journey bringing Gibson Brands back to life. In this entertaining keynote, you’ll learn about JC’s varied background, how he was able to turn Gibson Brands around, and how technology helped him do it. You don’t want to miss this session featuring one the Music City’s iconic brands, Gibson.