Canada is home to the world’s second largest Sikh population. In 2018, the Ontario government passed legislation to exempt Sikh men from helmet laws, on the grounds of religious freedom, which empowered Sikhs to wear their turban while riding. For many riders, this new freedom is deeply valued, yet creates a difficult personal choice between the protection offered by a helmet and the deep significance of riding while wearing their turban.

Pfaff Harley-Davidson, Canada’s largest Harley-Davidson dealership, serves Toronto, one of the world’s most multicultural cities in the world. While Harley-Davidson has a diverse ridership, it is often perceived to be the choice of older, white men. The goal was to change that entrenched perception, with relevant evidence about Harley-Davidson’s growing focus on inclusiveness, and clearly communicate that the experience at the core of the brand – the freedom and adventure of the open road – is open to all.

Research uncovered that in ancient times, Sikh warriors would go into battle with chain mail woven into the fabric of their turbans. That provided protection without violating religious tenets. Why couldn’t a modern-day equivalent be created to provide the safety that Sikhs deserve? With the right motorcycle gear, Sikh riders could be empowered to protect who they are.

Tough Turban is a marriage of ancient traditions and modern, high-tech engineering. It’s a turban made of impact-resistant materials that also fully respects the requirements of the Sikh faith. It gave us the opportunity to share content that could expand the idea of a Harley-Davidson rider, while empowering a specific community to protect who they are.

The initiative gained traction by recognizing a unique opportunity to evolve the representation of a Harley-Davidson rider and to act on the brand’s purpose and enable a group to experience the freedom of the open road. To accomplish our goal, the brand would need to lead a tangible action, not just announce facts or commitments.

Expressing evidence about a diversity commitment meant the opportunity to engage a larger audience so they could relate to a challenge and support a relevant solution. We focused on a solution that would demonstrate how Harley-Davidson leads with inclusiveness and make it clear that the experience at the core of the brand – the freedom and adventure of the open road – is open to all. The Sikh community was at the heart of our efforts, but the campaign made a statement with relevance to a wide audience.

Armed with a powerful concept, we assembled our team of industrial design experts with experience in 3D printing and composite fabrics used in bulletproof clothing. Within standard, breathable turban material, inner layers included Dyneema bulletproof fabric, a 3D-printed take on chain mail, and non-Newtonian foam, which is pliable but hardens instantly on impact.

The first communications element to be created was the Tough Turban name, followed by a logotype inspired by the folds in a turban. At the centre of our communications was a website housing a video profiling several Sikh riders and highlighting how the turban was engineered. PR support outlining the initiative launched in early June, including posts on all of Pfaff Harley-Davidson’s social channels. Open-sourced production files for the turban were published on the website to enable manufacturers anywhere to produce the turbans in their own markets, with the potential to protect millions worldwide.

The launch was covered by 171 U.S. media outlets, 54 in Canada, 18 in the UK, and 11 in India, totalling 238.8 million earned impressions with an advertising value of $2.19 million.

As reported in The Times of India, The Sikh Federation UK was so inspired by Tough Turban that they asked the British government to re-examine turban laws in the workplace, sparking a conversation even larger than the motorcycling world.

Tough Turban’s open-source schematics have been downloaded over 2300 times. Several manufacturers are exploring large-scale production and distribution, including Hero Motor Corp – the world’s largest two-wheel vehicle distributer.

Quantitative research with people who own or are planning to buy a motorcycle showed significant shifts in perception after exposure to the initiative:

•87% viewed Harley-Davidson more favourably

•86% viewed Harley-Davidson as more innovative

•83% viewed Harley-Davidson as more inclusive

•85% were more likely to consider buying a Harley-Davidson