My proposal to the board was simple: There hadn’t been a woman on the front of a bike in US campaigns since 1982. Put. Us. On. The. Front. We found real woman riders, micro-influencers that were already doing their thing. We gave them new Harleys and sponsored them.

We collaborated with female photographer Magda Wosinska for the banner campaign and then I sourced and contracted 20 influencers for the first run.

Tldr: it worked. In 2018 the Motorcycle Industry Council US found one in five motorcyclists are women, nearly double the percentage in 2009.