The motorcycle industry is heavily male dominated with less than 20% of all riders being women. Today, we’re still tackling dated stereotypes - like the oversexualization of ‘biker chicks’,
women being depicted as backseat passengers and that biking isn’t safe for women...
We made it our mission to dismantle those misconceptions and represent the diversity of real women riders from our community.
For our campaign, we spotlighted real riders. No actors, no models, no influencers. Just real badass women doing what they love.
sound: vapor music editor: kurt ritchie
art director: kennedy choi