Back to all Work

BMW Motorrad

Partnering with creators to introduce BMW to a new category of motorcycle enthusiasts.

BMW has a storied history and produces some of the most well built bikes in the motorcycle industry. To date, the brand hasn't entered the cruiser bike category allowing Harley-Davidson to dominate the category. That changed with the launch of the BMW R 18.

To gain acceptance in this new category BMW required social proof. The #SoulFuel Team is comprised of riders who have risen to prominence in the cruiser community including custom builders, filmmakers, spokespeople, championship racers and community organizers. The team is on a mission to introduce the BMW R 18 to their community through their social channels and IRL. Informing their fellow cruiser riders that it isn’t the logo that makes the ride, soul is all that matters.

No items found.

Get in touch.

We're looking forward to working with you. Fill out the form below and we'll reach out ASAP.
Thank you! Your submission has been received and we'll respond ASAP.
Oops! Something went wrong while submitting the form.