Riders have always chased freedom, rebellion, and adventure—but asphalt can only take them so far. Introducing "Anywhere You Dare," a campaign featuring the Rover Series add-on kits that transform classic bikes into rugged machines built for extreme terrains like snow, swamps, sand dunes, and even lunar landscapes.

Yet, as times evolve, the iconic brand faces a new challenge: retaining its legacy while captivating a forward-thinking generation eager to explore beyond traditional roads. The solution lies in redefining freedom, moving from classic highways into the vast cosmos. Thus, the "Lunar Ride" campaign emerges, pushing the brand's horizons all the way to the moon. This campaign speaks directly to thrill-seekers aged 25–40, inspiring riders to conquer terrains previously deemed impossible—and redefining what it truly means to ride free.

Release billboards & OOH, teaser videos and social, for The Lunar Ride live-stream. Countdowns & hints on social of a #GalacticUnveiling #Lunar Ride

Harley Rover & All Bikes used in the campaign will live & will be there for all to see as the spectacle of the space museum + educational outreach about space and Harley's legacy.

To be continued…

Harley will grow the campaign; surpassing the moon & on to areas that man may think impossible, introducing The Snow Shredder, Swamp Rover, The Sand Devil, and many more to come.



Harley Davidson Rover series crafts bikes for you…. You, & all the people who have the fire burning within, to push the boundaries, push their limits, break the rules & go where no man or woman has ever gone.



We took The Harley Rover to the moon. — Now it’s your turn; share with us and take your all durable bike to land unexplored.