Multi-faceted brand collaboration premieres today at the Waterloo Records Day Parties during SXSW 2017
By: Olivia Pearce // World Branding Forum
This year’s SXSW festival-goers will get an up-close and personal look at the ultimate motorcycle for the next generation of rider – the 2017 Honda Rebel & the Honda Rebel + Aviator Nation limited edition cruiser. The mainstream launch of this unique collaboration kicks off at the Waterloo Records Day Parties taking place in Austin, TX from March 15th – March 18th.
The iconic Honda Rebel has gotten a complete refresh for 2017, both inside and out. It’s a modern motorcycle with a classic and minimalist attitude, but when it comes to performance, these bikes are anything but understated. Both the 300s and 500s are built for cruising up the coast to chase the perfect swell or winding through traffic on the way to a great hiking spot. When Aviator Nation founder, Paige Mycoskie, lent the inimitable 1970s vibe of her beloved California lifestyle brand to create the Honda Rebel + Aviator Nation edition, the result was the perfect collaboration for the adventurous spirit wanting to get out and explore the world from a different vantage point.
“We’re really excited about this collaboration with Aviator Nation,” said Lee Edmunds, Manager of Motorcycle Marketing Communications at American Honda. “The potential for these bikes is endless and with the Aviator Nation customised bikes, we’re just starting to explore what great things are possible in the custom bike world. With each different owner, we’re hoping to see totally different expressions of style and attitude. This up and coming generation of riders will probably be unlike anything we’ve known and we’re hoping they think the same of these great motorcycles.”
“I was inspired by vintage motorcycles from the 70s,” said Paige. “When I was given the opportunity to customize a 2017 Honda Rebel, I knew that I wanted to create a classic, clean look reminiscent of those heritage Honda bikes.” The result is a user-friendly, lightweight cruiser that is undeniably Aviator Nation; capturing Paige’s innate love of outdoor adventure, music and design. The hand-stitched brown leather seat with the embroidered Aviator Nation signature logo is a retro contrast to the black, glossy fenders that flank the bike. The gas tank’s gold shimmer is a nod to vintage sparkle drum sets & guitars and is finished off with Aviator Nation’s signature 4 stripes painted on in the brand’s recognizable colors. Custom brown leather grips, round rear view mirrors, a minimalist tail light and caged head lamp are the cherries on top of Paige’s design vision.
The Honda Rebel + Aviator Nation bike will make its first outdoor appearance at the Waterloo Records Day Parties during SXSW in Aviator Nation’s on-site pop up shop. “It’s super exciting to be debuting this special collaboration in my home state of Texas,” said Paige. “Waterloo Records really is the perfect venue for the launch of our Honda Rebel + Aviator Nation collaboration and pop-up shop. It’s famous for bringing music lovers together to celebrate and support the local music scene – something that I’m deeply passionate about. I’m honoured to be working with a local record shop that truly helps propel great new artists forward.”
Revellers at Waterloo Records will also be able to shop Aviator Nation + Honda Powersports custom designed gear – think tanks, tees and hats – created exclusively for the Waterloo Records Day Parties. The collaboration will also be hosting an artist lounge for the musicians backstage where talent can chill out pre- and post-performance.
The collaboration and campaign was devised and executed by California-based Marketing Factory, that builds relationships between brands and millennials. At the intersection of music, technology, fashion and art, it provides strategy and execution of physical experiences and digital campaigns designed to uncover the audience’s passion points.