We invited prominent members of the Sikh motorcycle community to be the first to experience riding with a Tough Turban, resulting in long-form content profiles and social posts. Meeting at Pfaff Harley-Davidson, the riders tried on the turbans and were able to choose any motorcycle at the dealership for a test-drive. They were impressed by the innovative materials layered within the traditional fabric and how it could be tied with their own unique styles – as one rider put it, “This feels like a regular turban I would tie every day.”

Canada is home to the world’s second largest Sikh population. In 2018, the Ontario government passed legislation that exempts Sikh men from helmet laws on the grounds of religious freedom. For many riders, this means a difficult choice between the protection offered by a helmet and the deep significance of a turban to the Sikh identity.

Pfaff Harley-Davidson, Canada’s largest Harley-Davidson dealership, serves Toronto, one of the world’s most multicultural cities. While Harley-Davidson has a diverse ridership, it’s often perceived to be the choice of old white men. The goal was to change this entrenched perception with a solution that would send a clear signal about inclusiveness, and communicate that the experience at the core of the Harley-Davidson brand – the 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 first-of-its-kind invention that caters to the specific needs of an underrepresented community, made of impact-resistant materials, with the potential to protect both the safety, and the cultural identity, of Sikh motorcycle riders the world over.

Inclusion happens when everyone in society supports it. Although the Sikh community was at the heart of our efforts, the campaign made a statement that reached a wider audience.

This initiative sprung to life by recognizing a unique opportunity to act on the brand’s purpose and enable a group to experience the freedom of the open road. The goal was to expand the very idea of a Harley-Davidson rider. Mere messaging – especially in the form of advertising – would not be enough. To accomplish that, the brand would need to do something not just say something.

Tough Turban was a first-of-its-kind invention that catered to the specific needs of an underrepresented community, with the potential to protect both the safety, and the cultural identity, of Sikh motorcycle riders the world over.

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.

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.

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.

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

The turban is essential to the Sikh identity. It is a symbol of faith that represents honour, self-respect, and spirituality. For Sikh motorcyclists, the religious requirement to wear a turban in public was at odds with laws stating that riders must wear helmets.

In Canada, home to the world’s second largest Sikh population, groups like the Sikh Motorcycle Club of Ontario pushed for helmet exemptions. In 2018, Ontario became the fifth province in Canada to exempt Sikhs from helmet laws.

The Sikh Motorcycle Club of Ontario were consulted at the beginning stages of ideation, as well as during the design iteration process, to give feedback on our prototype and ensure that the Tough Turban could be tied in the traditional way and thus met the requirements of their faith. As one member put it during an interview in our long-form content, “This makes us feel part of the Harley family.”