The Problem: Harley Davidson is dying with the grey beards. Young people aren’t riding Harleys and they definitely aren’t buying them. How do we get Gen Z interested in this heritage brand beyond vintage jackets and shirts?

The Solution: Life can be overwhelming, especially in your 20s. Sometimes, the “TikTok cures” for stress and anxiety don’t work like you want them. There’s no better practice in mindfulness than riding your Harley. The open road is meditative. So Find Your Balance with the 2024 Low Rider.

Art Director: Noah DiMaggio
Copywriter: Lindsey Polevoy