As a family-founded company, Harley-Davidson sells more than 30 styles of bikes, hundreds of parts and accessories, and an apparel line to its loyal customers. The company needed to sell bikes and merchandise to a younger, more diverse target—without alienating the core Harley-Davidson buyer. We found that freedom through personalization was a unifying theme between baby boomer core riders and younger millennial intenders—an insight we manifested across products, experiences and channels.