# Diverse Powersport Campaigns Joan Jett and SAINt JHN Joined with Can-Am for 'Outliers' By Riley von Niessen | Published 2021-02-26 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/outliers References: [can-am.brp](https://can-am.brp.com/?kujg) 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](https://www.trendhunter.com/trends/can-am-origin) at [BRP](https://www.trendhunter.com/trends/responsible-rider) 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.” Image Credit: Can-Am ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 22% | Activity: 26% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Inclusive Powersports:** Creating more inclusive campaigns that celebrate diverse communities to promote the hobby of powersports to a wider audience. - **Celebrity Collaborations:** Partnering with celebrities to connect with younger, diverse demographics and reach a wider audience in the powersports industry. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Adventure-Inspired Auto Ads](https://www.trendhunter.com/trends/made-for-what-youre-made-of.md) - [Emotional Poeticized Motorsport Campaigns](https://www.trendhunter.com/trends/unstoppable-dreams.md) - [Motocross-Inspired Eyewear Campaigns](https://www.trendhunter.com/trends/eyewear-campaigns.md) - [Macho Plant-Based Drink Campaigns](https://www.trendhunter.com/trends/oatly-and-ef-pro-cycling.md) - [Historic Electric Motorcycles](https://www.trendhunter.com/trends/can-am-origin.md) - [Agave-Inspired E-Bikes](https://www.trendhunter.com/trends/super73-s2.md) - [Winter Driving Campaigns](https://www.trendhunter.com/trends/uncommon-winter-campaign.md) - [Supermodel-Backed Automotive Campaigns](https://www.trendhunter.com/trends/bmw-dare-to-be-you.md) - [Spirited Songstress Campaigns](https://www.trendhunter.com/trends/johnnie-walker-x-sabrina-carpenter.md)