Outliers is Can-Am’s collaboration with rocker Joan Jett and hip-hop artist SAINt JHN celebrating the diverse makeup of the on-road riding community. “Our mission is to democratize the open road, because riding is incredibly fun for everyone, regardless of background or riding experience,” says Martin Ethier, Global Marketing Director, Can-Am On-Road at BRP.
“We’re seeing more and more people coming into the sport, especially women and people from diverse communities,” Ethier explains. “No matter who they are, all Can-Am riders share one common bond; the love of hitting the road on a ride like no other.”
Outliers leverages the powerful voices of Joan Jet and SAINt JHN – along with the Can-Am On-Road owner community – to address preconceived notions about what open-road riders should look and act like. It celebrates those who aren’t afraid to live life on the fringe, and focuses on the power of unity, which is deeply embedded in the Can-Am riding culture. The campaign directly challenges stereotypes in order to create a more inclusive space for riders of all walks of life.
Jett and SAINt JHN lend their unique style and energy to the Outliers campaign, which includes a TV spot directed by cinematographer and visionary Daisy Zhou. The spot is scored by SAINt JHN’s song titled “Gorgeous,” the high energy soundtrack and dramatic visuals are emblematic of the campaign’s message: “We’re not outlaws, we’re outliers” is the thematic rally cry for people of all backgrounds to fearlessly take on the road ahead with Can-Am and experience a ride like no other.
