ABOUT THE PROJECT
How do you honour a legend and inspire new riders?
Harley-Davidson’s 120th Anniversary demanded an event that embodied its unfiltered spirit of freedom and rebellion. Imagination created United We Ride, a 20,000+ sqm festival blending roaring parades, live rock performances, and interactive experiences. The result? A rally that transcended tradition, uniting 1,000+ riders from 40 H.O.G. chapters and cementing Harley-Davidson’s legacy as a cultural icon.
OUR IMPACT
- k+
- riders from across China joined the 60km Grand Parade
- 00+
- media articles generated 400m+ impressions in 7 days
- 00%
- positive sentiment from attendees and media
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- iconic 100th-anniversary bikes showcased alongside custom builds
THE OUTCOME
A festival of freedom
The United We Ride theme became the rallying cry, blending Harley-Davidson’s heritage with modern festival energy. Graffiti-inspired visuals, neon lighting, and rugged design elements captured the brand’s fearless identity.
The Grand Parade: More than a ride
Over 1,000 riders from 40 H.O.G chapters embarked on a 60km parade through Chang Bai Shan, transforming it into a “spiritual carnival.” The route celebrated camaraderie, freedom, and Harley’s 120-year legacy.
Rock, fireworks, and brotherhood
A live performance by Twisted Machine, fireworks, and interactive campsite activities turned the rally into a full-scale festival. Custom merchandise, so popular riders redesigned it themselves, deepened emotional connections.
Legacy meets modern rebellion
The event showcased 11 iconic 100th-anniversary bikes and 13 custom builds, bridging generations of riders. A rare display of vintage and modern models highlighted Harley’s timeless appeal.
AWARDS
Event Marketing Awards:
Best content marketing
Brand Experience Agency
Eventex Awards:
Outdoor event
Motorcycle Utopia? I think this is exactly how it should be.
PCAuto
The most sensational commemorative event I’ve joined in years.
Zhongche.com
VALUE
For the audience
Riders experienced an unforgettable celebration of freedom and brotherhood, with 100% praising it as “sensational.” The event reignited pride in Harley’s legacy and inspired new dreamers to join the community.
For the brand
The festival reinforced Harley-Davidson’s cultural icon status, generating 400m+ media impressions and 200k+ social engagements. Strengthened loyalty and new connections position Harley as a symbol of rebellion for future generations.
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