KID ROCK AND HARLEY-DAVIDSON LAUNCH FIRST-OF-ITS-KIND COLLABORATION DURING 110TH ANNIVERSARY YEAR

In its most thrilling and globally epic anniversary celebration to date, Harley-Davidson today announced an exclusive partnership with legendary musician and ‘American Badass’ Kid Rock, including a Saturday night performance for the company’s 110th Anniversary celebration in Milwaukee over this Labor Day weekend.

The first-of-its-kind partnership brings together two legendary American rebels and names Harley-Davidson as a title sponsor of Kid Rock’s Rebel Soul tour, which kicks off Feb. 2, 2013, in Kansas City. Harley-Davidson plans to offer fans unique experiences at each of the 60 planned stops during the Rebel Soul tour. The tour sponsorship is just one aspect of the overarching relationship, which will extend from concerts to retail promotions.

“What’s not to love about Harley?” said Kid Rock. “They are the backbone of American culture, the flagship American brand. I am honored and excited to partner with this legendary icon that has helped to define American freedom at home and abroad. In 110 years no one has done a better job of representing America – there is NOTHING that screams America like Harley-Davidson.”

A unique element of the partnership is an exclusive line of limited-edition, co-branded Rebel Soul merchandise featuring a line coined by Kid Rock: “I can’t hear you over the rumble of my freedom.” Fans will be able to purchase concert-specific merchandise at each show, as well as an exclusive line of merchandise at participating Harley-Davidson dealerships across the U.S. This is the first time either brand has offered such an extensive line of co-branded merchandise.

“Kid Rock puts on a great show and embodies a lot of what Harley-Davidson and our fans stand for – freedom, independence, self-expression and the rebel spirit,” said Harley-Davidson Chief Marketing Officer Mark-Hans Richer. “We’re excited to take an unprecedented ride with him during the Rebel Soul tour.”