UNITED WE RIDE SERIES
A multi-seasonal campaign showcasing the inspiring stories of individuals with different perspectives and experiences, while highlighting the commonality in the connection each have found through riding.
To support each story, we organically paired and teased new Harley models or products through engaging and beautiful videos through shared emotional response and values.
SERVICES
Brand Strategy
Concept Development
Creative Direction
Production
Post Production
“I think everybody should find that thing that makes them confident, that makes them proud of themselves, and find their little niche”
Mich is a uniter, someone that brings people together and gives back to the community around her. Through her non-profit, MotoFam, she’s helped and supported riders across the United States who’ve had the unfortunate experience of a life changing injuries from an accident. She expands on her community approach riding, and what that means to her and how it has influenced her life and riding style.
“It’s the only thing that i can control. When i get on the bike, it just sets me in a tone that says everything is cool, we’re back to normal.”
Like for many other military veterans, Harley gives Ray more than just a fun activity to enjoy on the weekends. The act of riding provides the right combination of time, space and energy that together can create a place where many find balance, presence and in a way that few other activities can. And the culture of riding provides the familiar feeling of brotherhood where Ray, and others, find a sense of community and purpose.
“With every trip I feel like I learn something new, and I feel like it helps mold me into the woman I am today.”
Erica Lewis brings inspiration to all walks of life. The students she teaches, motorcycle riders, and passerby on the street; they see her and smile. With over a decade of teaching under her belt, her love of sharing information with others has naturally bled into her passions. An advocate for individuals embracing new hobbies, trying new things with confidence and building awareness around accessibility, Erika is helping expose motorcycle culture to people from all around the world via social media with a welcoming and educational approach. From school to the road, she’s the ambassador of good times and welcoming inspiration that we need more of.
“I think motorcycling, it’s a way to be connected to where you are and the people around you. Anyone who has made their way to two wheels, it doesn’t matter what you got you there, it’s what we have in common.”
Maggie Hicks is a world traveler – she learned to ride while on a backpacking trip to Vietnam because it gave her the ability to see the world faster via 2 wheels. She honed her riding skills in Bali while starting a Sunday ride club there. Always on the go, she lives off her bike for months at a time. She currently rides over 30,000 miles a year around all parts of the US and her bike has evolved for her needs to travel long distance months at a time.
“We’re breaking down stereotypes everyday. Don’t let anybody put you in a box, thinking that you have to be one way to ride a motorcycle.”
A true family tradition, Tall comes from a long line of Harley riders. In Knoxville, Tennessee, that tradition continues, where he and a large group of his relatives all come together and enjoy family rider on the regular. They enjoy sharing their passion with others and promoting that all types of people ride a Harley, contrary to common misconceptions.
“You’ve got the destination, but all of this in-between is what makes it all that much better.”
To Daryl and his wife, life is about getting out there. Seeing more, enjoying the journey and time spent together. Their story is focused around their passion to adventure together; finding those sweeping landscapes, experiencing new roadside restaurants and attractions, and taking in every moment on the bike. Their retired life is a great, and made even better on a bike. The Ultra Limited is the perfect bike to enjoy the larger-than-life moments that happen on a bike – comfortable, great for long miles and built for passengers.
“It’s not about the destination, it’s about the journey. I just enjoy going.”
“It wasn’t a mid-life crisis; it was a mid-life awakening. I found out who i was, and i liked that.”
“All stress gets left in the apex of a corner every single time I’m on that motorcycle.”
“The ability to be in that moment, it’s something that i think i’ll always chase.”
Joshua Parker is a person who pushes himself on his own terms. His life takes him to some off the beaten path to locations in pursuit of an adrenaline rush. His story is performance that goes beyond just riding. It’s pushing limits in corners, miles ridden, locations for camping and unknows. He’s someone who would rather be riding than talking about it, and his passion is fully visualized by his endless pursuit on two wheels.
“I feel like not enough people take risks, and they’re scared of things. I ride because i love it and for me it’s like therapy.”
The asphalt eating, individualistic, aggressive feminine powerhouse that is Stephanie Pietz is the new definition of bad ass. MX rider, flat track racer, and Harley enthusiast, with all things 2-wheels, she screams performance. She shares her perspective and her approach to life on a bike, how limitations don’t exist and where she envisions her path atop the powersports world.
