Migos x Can-Am, Ryker Launch

Flipping Perception. Building Cultural Cachet. Driving Real Growth.

The Challenge
Can-Am was gearing up to launch the Ryker: a fully customizable, three-wheel motorcycle designed for a younger, urban rider. But to that audience, three wheels weren’t aspirational—they were outdated. Our challenge wasn’t just to launch a product. We had to reframe the entire category and make three wheels cool.

The Insight
To shift perception, we had to shift context. Instead of trying to compete within traditional motorcycle culture, we introduced Ryker through the lens of culture and self-expression. And we saw the power in the product itself—three wheels, three voices, one story. So we chose Migos, the most trendsetting trio in hip-hop, to help us lead the charge.

The Idea
We launched a full-funnel campaign designed to build cultural relevance and reach a new demographic. Each member of Migos received a custom Ryker and began integrating it organically into their lifestyle and content. We activated across channels—through social, video, and PR—and extended the campaign into unexpected cultural moments:

• Cardi B requested a custom Ryker for her tour (unpaid)

• Offset featured one in a music video (also unpaid)

• We sponsored Quavo’s celebrity football game, placing Ryker directly into the hands of high-visibility tastemakers

I led the strategy and creative rollout from start to finish, managing the talent partnership, overseeing content production, and aligning teams across brand, agency, and talent.

The Results
We didn’t just generate buzz—we shifted behavior.

A new generation, converted:

• 40% of Ryker buyers were entirely new to the category

• 53% had never owned a powersports vehicle

• 70% were under 55

• 55% previously had a negative perception of 3-wheelers

And the business impact followed:

• 110% increase in on-road sales

• 2B+ total impressions

• 700M+ video views

• 850M earned PR and social impressions

• 62,000 app downloads

• 25% sustained lift in Google search interest during the campaign

The Legacy
The Ryker went from overlooked to iconic—evolving from a misunderstood design to a pop culture fixture. And Can-Am established itself as a leader among a younger, more diverse generation of riders. We didn’t just launch a product—we changed the conversation around an entire category.