The partnership grants BDA full control over the creation of graphic-heavy, location-specific clothing, aiming to deepen the connection between riders and their local dealerships. Jay Deutsch, CEO and co-founder of BDA, emphasized that the agency intends to craft premium programs that highlight the distinct identity of individual shops while maintaining the legacy of the iconic motorcycle brand.

Brandon Peters, who leads global apparel and licensing at Harley-Davidson, noted that the decision to bring BDA on board stems from a shared commitment to quality and operational excellence. By integrating BDA’s end-to-end merchandise capabilities, Harley-Davidson expects to streamline the availability of custom gear for its North American dealer base. The move marks a significant expansion for BDA, which has spent over 25 years managing licensed collaborations for major sports and automotive organizations.