Can-Am, a company that's widely known for its three-wheeled motorcycles, has partnered with rock icon Joan Jett and rapper, singer, and record producer SAINt JHN for a new ad campaign called 'Outliers.
The campaign seeks to honor the diverse community of on-road riders, and challenge the preconceived notions of how open-road riders should look and act to promote a culture of inclusion that allows more to experience the excitement that comes with the hobby.
Martin Ethier, Global Marketing Director for Can-Am On-Road at BRP spoke to the campaign, stating, "We’re seeing more and more people coming into the sport, especially women and people from diverse communities. No matter who they are, all Can-Am riders share one common bond; the love of hitting the road on a ride like no other."
Diverse Powersport Campaigns
Joan Jett and SAINt JHN Joined with Can-Am for 'Outliers'
Trend Themes
1. Inclusive Powersports - Creating more inclusive campaigns that celebrate diverse communities to promote the hobby of powersports to a wider audience.
2. Celebrity Collaborations - Partnering with celebrities to connect with younger, diverse demographics and reach a wider audience in the powersports industry.
3. Challenging Stereotypes - Disrupting preconceived notions of what an open-road rider should look like or act like in order to promote an inclusive culture and welcome more people to the powersports community.
Industry Implications
1. Powersports - Can-Am's partnership with Joan Jett and SAINt JHN demonstrates a marketing opportunity for companies in the powersports industry to connect with underrepresented demographics and appeal to a wider audience.
2. Marketing and Advertising - Developing diverse campaigns that challenge stereotypes in industries like powersports can serve as a roadmap for other companies to create inclusive marketing and advertising strategies.
3. Celebrity Endorsement - Can-Am's use of celebrity endorsements from Joan Jett and SAINt JHN signals a trend in the powersports industry to attract young, diverse demographics by aligning with popular celebrities and influencers.