The 80th annual Sturgis Motorcycle Rally in Sturgis, South Dakota, has already attracted thousands of bikers despite the ongoing Covid-19 pandemic, but Harley-Davidson staff were not in official attendance due to the Milwaukee-based manufacturer’s travel ban.
“We will be focusing our support in ways that are consistent with our health and safety goals instead of large consumer activations. Fortunately, the Sturgis Rally isn’t restricted to concerts and parties – the true experience is rooted in riding and the spectacular routes that surround the event,” a Harley-Davidson spokesperson said in an email.
The 2020 Sturgis Motorcycle Rally runs from Aug. 7-16. Normally, Harley-Davidson would send staff and executives to promote the company. Instead, it is encouraging socially distanced riding through its “Let’s Ride” campaign.
“More than building machines, Harley-Davidson stands for the timeless pursuit of adventure,” Harley-Davidson general manager of brand marketing Jon Bekefy said in a press release. “The Let’s Ride Challenge is Harley-Davidson’s invitation for all riders in this challenging time to rediscover adventure through socially-distanced riding to find freedom for the soul.”
The online challenge encourages riders to download the Harley-Davidson app and track their miles to earn entries for weekly drawings and a chance to win a custom 2020 Harley-Davidson Low Rider S motorcycle.
Other ways to gain entries include participating in Harley-Davidson motorcycle demos or signing up for a new rider course. The company is encouraging three types of socially distanced rides: short rides, day rides or overnight rides.