A man with Harley Davidson's logo tattoo on the back of his neck

In 1981, Harley-Davidson was running out of road. Speeding toward bankruptcy. Owned by a conglomerate best known for bowling balls. A group of managers made two fateful decisions: They bought the company back and they hired Carmichael Lynch. For three decades, our ads spoke to an uncompromising philosophy of living. They won awards. They showed up in textbooks. It did more than help Harley-Davidson stand apart. It made the brand a global icon.

Harley-Davidson
One for the history books.

Someone riding a Harley down a road.

No brand had tried owning freedom before. So we did.

A bunch of Harleys driving down a highway
A lady using a Harley motorcycle as a mirror while she puts on mascara
Partial view of a bearded man with the words
A partial view of a Harley doing a burnout with the words
A leather jacket on an orange background
A bunch of bikers posing for a photo with the words
A collage of different Harley Davidson posters
Brand truths: wind, chrome, freedom.
A bunch of motorcycle parts laid out resembling a portrait of a man next to a Harley.
A bunch of motorcycle parts laid out resembling a portrait of a man next to a Harley.
A bunch of motorcycle parts laid out resembling a portrait of a woman next to a Harley.
Top view of a blue Harley Davidson