SAINt JHN x Joan Jett x Can-Am
Calling All Outliers.
The Challenge
After two high-performing years with Migos, Can-Am was ready to expand its cultural footprint and deepen emotional relevance with new audiences, especially those often overlooked by motorsports marketing. The goal: break away from the expected, celebrate individuality, and turn Can-Am’s nontraditional three-wheelers into a badge of honor for a new kind of rider.
The Insight
In a culture of conformity, boldness stands out. Can-Am riders already challenged the norms of what a motorcyclist "should" look like, so our campaign needed to do the same. We’d celebrate outliers by casting talent who embodied that ethos across generations, genres, and gender.
The Idea
We launched Calling All Outliers, a campaign that championed people who ride their own way. I brought together rock icon Joan Jett and genre-breaking artist SAINt JHN—a pairing as unconventional as Can-Am itself.
Joan, in her first-ever brand campaign, spoke directly to older women, LGBTQ+ riders, and anyone who’d never seen themselves reflected in powersports ads. SAINt JHN connected to a younger, fashion-forward audience charting their own course. To strengthen authenticity, we selected AAPI director Daisy Zhou to helm the brand’s first-ever celebrity-led TV spot, adding another underrepresented voice to the campaign’s production and aligning behind-the-scenes decisions with our message.
With the brand’s AOR sidelined by COVID-era restrictions, I stepped in to lead creative development, casting, and multi-city production, managing cross-functional teams to deliver a broadcast-ready commercial and full-funnel campaign on a tight timeline.
The Results
We didn’t just tell riders they belonged—we proved it with category-breaking results.
Fastest-growing motorcycle brand in Q1, with a +193% YoY increase, compared to industry average of +66%
Highest-ever market share achieved in Q2
Widespread cultural resonance across broadcast, digital, social, earned media, and experiential
Helped solidify Can-Am’s standing as a category leader among new and historically underrepresented audiences
The Legacy
This campaign redefined what a motorcycle rider looks like—and who gets to be part of the story. By aligning the brand with real cultural outliers (not just marketing buzzwords), Can-Am earned not just attention, but long-term credibility.
