Global Critical Logistics (GCL) announced today its brand evolution into the newly unveiled identity of The Rock-It Company, uniting its diverse portfolio under the iconic and globally recognized name. The announcement arrives as Rock-It delivers some of the world’s most impactful cultural moments this week including the Final Draw of the FIFA World Cup 2026™ in Washington D.C., Art Basel in Miami, The Conference at Rock Lititz and several concerts and automotive events in Abu Dhabi, including the RM Sotheby’s Auction. These marquee events all coincide with a extensive slate of global tours, film productions, broadcast operations, and experiential projects that span multiple continents. Together, these iconic moments contribute to the more than 10,000 mission-critical projects that Rock-It enables each year through its global network of logistics expertise.
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For decades, the company has been at the heart of the most complex sporting events, far-reaching global music tours, and the movement of the most valuable assets across the luxury goods landscape. Through a vast network of experts, comprehensive capabilities set and strategically located facilities, The Rock-It Company is a leader in executing the world’s most intricate and high-profile logistics operations that define its reputation in the industry.
As part of this evolution, Rock-It is organizing its offerings around two complementary pillars: Live Events & Luxury Goods.
Live Events
Building on the 47-year heritage of Rock-It Cargo, Rock-It will introduce vertical-oriented divisions dedicated to delivering best-in-class service for its many growing end markets:
- Rock-It Cargo will continue to be a world leader in live performance touring and specialty logistics for the music touring industry. The sports, film, and experiential focus within Rock-It Cargo today will transition into dedicated divisions providing clear focus and leadership around each vertical.
- Rock-It Sports will integrate the combined capabilities and track record of Rock-It Cargo and SOS Global into one unified sports and broadcast operations segment. The SOS Global brand will sunset, bringing the trusted staff, decades of expertise, and client relationships under Rock-It Sports.
- Rock-It Productions will encompass the company’s expertise in film, television, podcasting, multi-media, and live productions. Dynamic International will continue to operate with excellence as Dynamic International by Rock-It.
- Rock-It Experiential will deliver corporate live events, fairs and exhibitions, brand activations and large-scale global experiential projects.
Luxury Goods
Supporting a fast-growing global demand for trusted logistics across the high-value goods sector, The Rock-It Company is led by two trusted divisions listed below.
- DIETL by Rock-It will represent Rock-It as the driving force behind global growth in the fine art sector, supporting a worldwide network of collectors, auctions, individuals and museums.
- CARS By Rock-It will provide white-glove service, storage, and management for automotive collectors, rallies, races, auctions and beyond.
“This natural evolution honors our heritage and allows us to serve clients better than ever before,” said Daniel Rosenthal, President & CEO of The Rock-It Company. “By uniting under the Rock-It name, we’re combining decades of experience, an earned reputation, and the industry’s best talent into one global platform, with a shared commitment to delivering the world’s most extraordinary moments.”
About The Rock-It Company
The Rock-It Company (formerly Global Critical Logistics) is a global leader in mission-critical specialty logistics, trusted to move irreplaceable assets and power extraordinary moments across Live Events and Luxury Goods. Built on a 47-year legacy, Rock-It delivers multimodal freight forwarding, event logistics planning, specialized packing and storage, customs and ATA carnet services, insurance, on-site support and more.
Rock-It enables international concert touring, major sporting events, broadcasting, film and media productions, experiential events and activations, live event infrastructure, and the transport and protection of fine art, rare automobiles, and other priceless collections. With access across 160+ countries and with more than 10,000 missions each year, Rock-It serves a diverse list of partners including the FIFA World Cup 2026, The Pebble Beach Concours d'Elegance, RM Sotheby’s, leading hypercar OEMs, multiple Olympic committees, leagues and federations, and other leading brands across the globe.
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