HARLEY-DAVIDSON
BEYOND PINK
Ride like a girl… Anywhere you dare.
The only act where a woman gets to feel powerful and peaceful at the same time — in a world that constantly tells her to choose..
Anywhere You Dare is Harley-Davidson’s response to a new generation of women riders who demand freedom on their own terms. Motorcycling, and Harley culture in particular, has long been male-dominated – but that’s rapidly changing. Women now make up about 21% of motorcyclists, double the share from a decade ago & female ridership is growing with younger generations. Yet, cultural stereotypes haven’t caught up: many still picture only burly men on Harleys, not realizing every fifth rider is a woman. This gap between reality and perception is a chance to spotlight badass women riders, invite more to join — and break free from a world of pressure, burnout, and expectations.
With stress at an all-time high & freedom feeling harder to find, we built on the proven insight that just 25 minutes on a motorcycle reduces stress by 38%. Inviting women to ride for peace of mind, power of self, & the thrill of daring for more. Transforming our bikes into powerful tools of mental wellness, unapologetic representation & female empowerment, removing the stereotypes & barriers women have already known for decades, resulting in proudly reclaiming what it means to “ride like a girl”: fierce, fearless, and free—Anywhere you dare to go.
CASE STUDY
We didn't just tell women to ride — we gave them the tools to do it.
BEYOND PINK GEAR EXCHANGE
(swapping stereotypes for real gear)
2.1 🛠️ BEYOND PINK™ GEAR EXCHANGE
What it is:
A rider-to-rider swap network for protective gear and motorcycle parts (not clothing).
Lets women trade in gear that doesn’t fit — not just in size, but in soul — and get equipment that works for them.
Hosted online (Harley.com, Amazon, eBay) and in participating Harley dealerships.
Why it matters:
Over 70% of women say gear doesn’t fit them properly.
Many parts are “shrink it & pink it” — not safe, not performance-ready.
This gives them comfort, control, and confidence, all in one place.
Add-on Details:
Donated pink/ill-fitting gear is upcycled into a sculpture called The Breakout (a phoenix made of shattered gear).
High-volume contributors earn Torchbearer patches, celebrating their leadership in the movement.
WHY IT MATTERS:
It’s not anti-pink. It’s pro-choice. This gives riders control over their gear, their comfort, and their identity. And it challenges an industry to stop designing for clichés — and start designing for actual women.
For decades, women riders were boxed into one aesthetic — bombshell pin-up style slim cuts, rhinestones, & mandatory pink. But pink isn’t the problem. The Limiting choices is.
Harley Davidson doesn’t want any more women feeling objectified, so they're launching a marketplace that swaps gear for extremely low-priced, used & custom parts that fit them. If you're trading in gear that never fit or just gear that never felt like you, we’ve got something better. We celebrate riders who want blacked-out leather and flames, bubblegum sparkles, purple rhinestones, or even a Barbie-themed lowrider. We’re not taking pink away — we’re giving every woman more options to ride as her whole self.
The exchange happens in-store & online. Riders swap up for gear that fits their body type—Because no woman comes in one size or color.
Not anti-pink. Just pro-choice.
To encourage buyers a free helmet & patch is offered with every purchase, with the bonus of saving their own life.
Select traded gear becomes public art.
SISTERS OF THE ROAD
(ensuring no woman rides alone)
2.2 🆘 SISTERHOOD SOS NETWORK
What it is:
An app-based safety network built into Harley’s mobile app and bike dashboards.
If a woman is stranded, threatened, or just riding alone — she taps once to alert local riders or Harley dealerships.
Includes live GPS, roadside support, and optional AI chatbot for calming help or route guidance.
Why it matters:
Many women fear riding solo — for mechanical or personal safety reasons.
This turns the Harley sisterhood into a real-world biker family — inspired by B.A.C.A. (Bikers Against Child Abuse).
💡 B.A.C.A. Inspiration:
B.A.C.A. bikers shalone. We’ve got you.”
Emotional hook:
“No Sister Left Behind.”
A motto — and a promise.
Harley Davidson riders embody a spirit of freedom, rebellion, and adventure. They don't just ride; they conquer new frontiers. These riders are constantly looking for ways to elevate their riding experience and take their beloved Harleys to places others deem impossible.
WIND THERAPY
(doctor-prescribed Harley rides)
Harley Davidson riders embody a spirit of freedom, rebellion, and adventure. They don't just ride; they conquer new frontiers. These riders are constantly looking for ways to elevate their riding experience and take their beloved Harleys to places others deem impossible.
2.3 🌬️ WIND THERAPY PRESCRIPTION
What it is:
Doctors “prescribe” Harley rides as an alternative stress treatment.
Riders redeem RX slips for free Riding Academy lessons or test rides.
Why it matters:
UCLA study confirms: 25 minutes on a motorcycle = 38% drop in stress hormones.
This transforms riding from a “lifestyle” into legit mental wellness.
Tone:
Clever, rebellious, backed by science. It’s Harley saying: screw yoga — take the long way home.
OOH/GUERRILLA/OUTDOOR MEDIA
3.1 🛣️ TREADMARKS OF FREEDOM
Controlled burnouts reveal “Anywhere You Dare” in the rubber.
Real riders. Real rebellion.
Plaque on-site reads: “Stamped in rubber: the marks of freedom.”
3.2 🪞 REBEL REFLECTION
Mirror decals placed in restrooms, elevators, gyms
Aligns helmets/jackets with your reflection
Copy: “This is what a rider looks like.”
3.3 📱 AR POSTER (DOUBLE EXPOSURE)
Printed poster shows a woman in everyday life
Through phone or glasses, her riding self is revealed
Copy: “If you dare to see it.”
3.4 🪞 REARVIEW MIRROR BILLBOARD
Billboard copy only readable in your mirror:
“Objects in mirror are freer than they appear.”
3.5 🚌 “FEEL THAT?” BUS SHELTER
Pass by and trigger a gust of wind + Harley engine sound
Poster says: “Wind in your hair. Power in your bones.”
Harley Davidson riders embody a spirit of freedom, rebellion, and adventure. They don't just ride; they conquer new frontiers. These riders are constantly looking for ways to elevate their riding experience and take their beloved Harleys to places others deem impossible.
SOCIAL MEDIA
Harley Davidson riders embody a spirit of freedom, rebellion, and adventure. They don't just ride; they conquer new frontiers. These riders are constantly looking for ways to elevate their riding experience and take their beloved Harleys to places others deem impossible.
📲 4. SOCIAL MEDIA & DIGITAL
AR Filters: Selfie helmets, wind overlays, virtual burnout trails
Try-On Your Bike AR: Drop a Harley into your driveway
Social Videos:
Gear swap before/after
Sisterhood SOS alert moment
Micro “freedom moments” (:06–:15)
GIPHY Pack: “Ride Like a Girl” flames, wings, tire smoke
Custom Geo-Tag: 📍 Anywhere You Dare, Harley-Davidson
MERCH / COLLATERAL
Harley Davidson riders embody a spirit of freedom, rebellion, and adventure. They don't just ride; they conquer new frontiers. These riders are constantly looking for ways to elevate their riding experience and take their beloved Harleys to places others deem impossible.
🎖️ 5. MERCH & COLLATERAL
If you believe in it, wear it.
Motorcycle Patches & Stickers
Temporary Tattoos & Real Tattoo stencils (wings, bar & shield, Anywhere You Dare)
Campaign Helmets & Jackets — designed with fit-first ergonomics for women
From broken gear to burnout scars, Beyond Pink reclaims the ride.
Women ride safer, louder, bolder — and never alone.
Ride like a girl? Ride free. Ride unapologetic.
Harley-Davidson. Anywhere You Dare.