When it comes to bad-ass (literally, guns blazing, tires sliding) marketing, no one in the industry does it like ICON. And you got to give it to them. Sure, it’s made up, but that’s the point. It reaches beyond the doldrums of daily life and lets our minds wander somewhere else and have a shit-ton of fun, which is what motorcycling is all about, right?

What’s interesting, though, is that unlike a lot of brands in both motorcycling and other segments that try to touch on the, I’ll call it, bad-assery factor, who might do it from a visual perspective in marketing, it doesn’t translate to the final product.