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Harley-Davidson has launched a refreshed brand platform titled “Ride,” per a press release. The marketing reset comes as the motorcycle company prepares to roll out a new growth strategy in May.

Central to “Ride” is a 60-second ad that will air nationally across broadcast and streaming platforms. Set to Willie Nelson’s “On the Road Again,” the spot features a diverse cast of Harley riders in cities and on the open road and celebrates friendship, community and the American flag. The video is joined by a comprehensive internal and external integrated campaign.

Along with the brand platform, Harley-Davidson revealed a new visual identity that sees the return to the brand’s iconic bar and shield logo, in a nod to a heritage that dates back to the company’s founding in 1903.

“I'm thrilled to launch the ‘Ride’ platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world's greatest motorcycle, a Harley-Davidson,” said President and CEO Artie Starrs in a press release.

The campaign follows a challenging year for Harley-Davidson, which saw global retail motorcycle sales down 12% from the prior year, per an earnings report, and comes as the brand plans to unveil a strategy designed to help it return to sustainable growth. Harley-Davidson in Q4 2025 increased marketing spend and introduced a North America-focused marketing development fund for its dealers, per a call around the earnings.