When you hear “Harley-Davidson,” you might picture a classic biker vibe, but there’s so much more to the story. We realized that the Harley community is wonderfully diverse, especially with the vibrant culture of Latino riders, proudly known as Harlistas.

To honor their unique history and passion, we launched an integrated campaign that spoke directly to them on their own turf. This initiative not only highlighted the richness of the Harley family but also deepened the brand’s bond with Latino riders, celebrating their dedication and vital role in the brand’s legacy.