IMG Licensing has confirmed an exclusive global partnership with American motorcycle brand Harley-Davidson to serve as its licensing agency and develop a wide-ranging programme of products and experiences.
Under the new multi-year agreement, IMG Licensing will play a pivotal role in driving the development of authentic products and experiences that reflect the brand’s iconic status.
While Harley-Davidson currently offers premium lines of riding gear, boots and other lifestyle products through its direct channels, IMG will be tasked with elevating the programme to new heights.
This will include expanding the product portfolio and fostering strategic collaborations. The agency will also focus on international growth and cultivating experiential partnerships to further enhance the brand’s reach and impact.
“Even the term ‘iconic’ does not do justice to the rarified position Harley-Davidson enjoys in the American cultural landscape and popular imagination,” commented Bruno Maglione, president of IMG Licensing. “The bar and shield logo, words like ‘Hog’, and models such as Electra Glide are all symbols of a particular craftsmanship and creed, one celebrated in movies and pop culture for decades, that inspires people of all ages around the world.
“This rich brand identity, combined with IMG Licensing’s unparalleled expertise and global network provides the perfect launchpad to develop products and experiences that evoke these same values of self-expression and adventure.”
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