Harley-Davidson Motor Company has signed with CAA for representation, Variety has learned.
As part of the deal, CAA will work closely with Harley-Davidson to create entertainment opportunities for its existing IP across film, television, music, and podcasts, adding to the company’s historic brand and deepening its connection with both its devoted fan base, and new consumers, through pop culture.
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“We’re excited to partner with CAA to leverage the unique power of the Harley-Davidson brand, specifically targeting entertainment opportunities that we know will appeal to our riders, fans and all those interested in moto-culture,” said Jochen Zeitz, chairman, president and CEO of Harley-Davidson.
The Harley-Davidson brand has stamped its mark on motorcycle culture by delivering a lifestyle with distinctive and customizable motorcycles, experiences, accessories, riding gear and apparel. This year marks the company’s 120th anniversary.
Most recently, the company announced two new lifestyle apparel collections with Grammy-nominated Post Malone as well as actor and entrepreneur Jason Momoa. Also, Homecoming Festival, the company’s annual music-and-moto event which took place in July, made a splash with featured performances by headliners The Foo Fighters and Green Day. The event broke attendance records.
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