Besides this year’s Emerica Wild Ride taking place in the bolstering heat of the dirty south, where skater road warriors will have to fend off the immense insects that dwell in the humidity, there is an upside this year. Harley-Davidson will take its newly released Dark Customs line on the Emerica Wild Ride this June in an effort to align the new motorcycle designs with a younger demographic. As an experiential marketing tool, Harley-Davidson will be giving Emerica’s sponsored team of pros the new bikes to ride during the fourth annual Wild Ride. Word up.

Andy Benka, Harley-Davidson director of market outreach, said, connecting the “grittier and raw” Dark Customs line to the Wild Ride was an authentic way to connect with its next generation of riders.

“This generation of bikers isn’t interested in a bike they have to polish every day,” Benka said. “The… line cuts against many grains of [traditional] Harleys.”

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