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.