Harley-Davidson came to Droga5 with the ambition to build the next generation of riders around the world by expanding the brand into new spaces and accessing new customers.
Harley-Davidson is a true American icon. One entering new global markets and product segments, like LiveWire, at a rate like never before. And doing so in a rapidly shifting cultural landscape.
But despite all the innovation, the benefits of riding a Harley-Davidson haven’t changed in its 116-year history. The physical, emotional, mental, even spiritual effects of riding are actually more relevant today than ever before.
In a world that’s increasingly isolated, disconnected and numb, riding is the kind of human experience people are craving. The adrenaline rush of a ride that stays with you for days. Being out in nature while everyone’s stuck inside. Participating in a real, live community that spans the globe. Having your hands glued to a pair of handlebars, rather than your phone. It’s healing.