It’s been a journey

SpecOps Communications: A Twelve Year Long Journey Fueled by Passion, Purpose, and People

It’s hard to believe, but here we are—12 years after I first founded SpecOps Communications. Looking back, I can honestly say it has been an incredible journey. A journey that has been more than just about work; it’s been about passion, connection, and making an impact in ways I never imagined when I first started.

When I think about the incredible brands, companies, and people I’ve had the privilege of working with over the years, it fills me with gratitude. Each chapter in this journey has shaped me and my agency in ways that I’ll never fully be able to explain. But I’ll try—here are just a few milestones that have made these past 12 years unforgettable.

Launching Frigo’s $100 Underwear on NBC’s Today Show

It all started with a unique and bold vision: $100 underwear. I had the incredible opportunity to work with Frigo and launch their line of high-end, luxury underwear, which made its debut on the Today Show. I’ve always believed in pushing the envelope, and that moment—bringing a product like that to national television—was a game-changer for me. The energy and excitement in the room were electric, and it was a perfect example of what happens when you believe in a brand’s story and work tirelessly to tell it.

Promoting Land of Bad with Russell Crowe to Military Media

Another highlight came when I had the privilege of working with Russell Crowe and promoting his film Land of Bad. I got to work closely with military media to bring the film’s powerful message to those who would resonate with it the most. The bond between the entertainment world and our veterans is something that is near and dear to my heart, and being able to connect them in that way was an experience I’ll never forget.

Almost Breaking a Guinness World Record in Times Square

Then, there was the time we took over Times Square in New York City with Fresh Pair to try to break the Guinness World Record for the Largest Underwear Party. You can’t make this stuff up, right? But that’s the beauty of what we do—whether it’s fun, daring, or impactful, we’re always pushing the boundaries. And that record-breaking moment was one of the most surreal, loud, and unforgettable experiences of my career.

Helping Thank You for My Service Hit the Bestseller List

A personal favorite moment was helping Mat Best get his book Thank You For My Service on the bestseller list. Mat’s story and his work to advocate for veterans has always inspired me, and helping him amplify his voice through media placements was truly rewarding. Watching the book hit the bestseller list was one of the proudest moments of my career, because it was more than just about business—it was about giving back to the community that has always had my back.

Partnering with Veteran-Owned Brands

Over the years, I’ve had the honor of working with so many veteran-owned brands that are making waves in their respective industries. Companies like Condition One Nutrition and Black Rifle Coffee have become household names, and it’s been incredible to witness their growth. Being able to contribute to their success by amplifying their messages and building their media presence is something that I will always cherish.

A Big Move: From New York City to Austin, Texas

In 2018, SpecOps Communications took a huge leap. After years of calling New York City home, I made the decision to relocate to Austin, Texas. The change was one of the best decisions I’ve ever made—not just professionally, but personally. Austin’s unique blend of innovation, creativity, and entrepreneurial spirit has aligned perfectly with our agency’s values and growth. The move wasn’t just about a change in scenery; it was about expanding our horizon and embracing new opportunities in a city that fosters bold thinking and a sense of community.

The People Behind the Brands

But, at the heart of everything, what truly makes this journey so meaningful are the people. The clients, the collaborators, the partners, and, of course, the veterans who are at the core of so many of our campaigns. I’ve worked with a diverse group of people who have not only shaped the success of SpecOps but have positively impacted my life in ways I never imagined. Their stories, their passion, and their dedication to the causes they believe in have made me a better person and a better professional.

Looking Ahead

As I reflect on the past 12 years, I’m filled with gratitude for the opportunities that have come my way, and for the incredible brands and people I’ve had the honor of working with. But this is only the beginning. The journey doesn’t stop here. SpecOps will continue to grow, to evolve, and to push the limits of what’s possible in communications and media relations.

Thank you to everyone who has been part of this journey—whether you’ve been a client, a collaborator, or a friend. Here’s to the next chapter!

—Adam Handelsman, Founder of SpecOps Communications