Harley-Davidson launches new global brand platform RIDE
As the company continues to stabilize operations in its ongoing efforts to reset the business, Harley-Davidson announced April 9 is looking to reignite the brand with the global launch of RIDE.
Harley-Davidson says the new RIDE campaign is to refresh its brand platform that honors more than a century of motorcycle culture and pave a path forward for The Motor Company.
“I’m thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world’s greatest motorcycle, a Harley-Davidson.” — Artie Starrs, President and CEO, Harley-Davidson
RIDE is Harley-Davidson’s unveiling of a new visual identity, anchored by the return of the historic Harley-Davidson bar and shield logo; a nod to where it all began and a signal to the role heritage continues to play in shaping the future of Harley-Davidson.
The platform debut comes to life to Willie Nelson’s “On the Road Again,” featuring authentic footage of riders and the joy of riding Harley machines. The video will air nationally across broadcast and streaming platforms, along with a comprehensive integrated campaign. Watch the video below.
Essentially, Harley-Davidson says RIDE is turning the page to the company’s next chapter — one that celebrates riders who have been with The Motor Company from the beginning and those ready to join in.
