On November 5th, Harley Davidson released a video featuring Arthur Dietrich (Edhec 2012). Discover who is Arthur and why he endorses Harley Davidson.
Who are you Arthur?
My name is Arthur Dietrich, I’m an entrepreneur, pro bmx rider and Edhec alumnus (2012).
Why does Harley Davidson associate its image with BMX and yourself?
Since 2009, Harley has been renewing its product range and rejuvenating its brand image. The objective is to be relevant to a younger adult target in terms of design and prices, while keeping the core values, freedom and adventure. In 2012, Harley was looking for an ambassador who could enhance this new brand image. They were looking for a young adult who would own a Harley and would have visibility in action sports (BMX/skate/ motocross etc…). I have fun riding. I was chosen and I couldn’t be happier.
You are a rider, what makes Harley a luxury brand?
Harley is wild luxury; prices are high, the level of customization is at its finest, the number of bikes is limited which increases the level of scarcity. It is a very exclusive brand, which pays attention to details.
Could you tell us more on your collaboration with Harley?
My aim is to endorse the brand through special projects and events in order to help the brand reach their new target. Harley sponsored my world tour in 2013. Also, I am invited at Harley events in order represent the new adult target and I answer to interviews about the new image of the brand.
Watch the latest video (released on November 5th), also the world tour that I did in 2013 :
Thanks for the interview, you can find more pictures and video on my Instagram @arthurdietrich