HARLEY-DAVIDSON

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.

BEYOND PINK GEAR EXCHANGE

(swapping stereotypes for real gear)

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 fits them. Beyond Pink™ is a gear swap program that reclaims space for all riders. If you're trading in gear that never fit, or just gear that never felt like you, we’ve got something better. Whether that’s matte black leather or bright purple sparkles. 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.

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.

Instead of “Beyond Pink” meaning “ditch the pink”, we evolve it to mean:

“Beyond only pink.”
“Beyond what’s expected.”
“Beyond stereotypes — not beyond softness, femininity, or self-expression.”

New positioning:

Beyond Pink™ Gear Exchange
Not anti-pink. Just pro-choice.

We celebrate riders who want blacked-out leather and flames.
We celebrate riders who want bubblegum sparkle and rhinestones.
We’re not taking pink away — we’re giving every woman more options to ride as her whole self.