IMG Licensing inks partnership with Harley-Davidson

IMG Licensing has announced an exclusive global partnership with American motorcycle brand Harley-Davidson to serve as its licensing agency and develop a diverse range of products and experiences.

Under the new multi-year agreement, IMG Licensing will take the lead in driving the development of authentic, high-quality products and experiences that embody Harley-Davidson’s legendary reputation. 

Notably, IMG Licensing will elevate Harley-Davidson’s portfolio by introducing new products, fostering strategic collaborations, and expanding international growth. Additionally, the agency will focus on creating experiential partnerships to further enhance the brand’s influence worldwide.

The motorcycle giant currently offers premium riding gear, boots, and other lifestyle products through its own channels.

“Even the term ‘iconic’ does not do justice to the rarified position Harley-Davidson enjoys in the American cultural landscape and popular imagination,” said Bruno Maglione, president of IMG Licensing.

“The bar and shield logo, words like ‘Hog’, and models such as Electra Glide are all symbols of a particular craftsmanship and creed, one celebrated in movies and pop culture for decades, that inspires people of all ages around the world. This rich brand identity, combined with IMG Licensing’s unparalleled expertise and global network provides the perfect launchpad to develop products and experiences that evoke these same values of self-expression and adventure.”