When Kawaskai wanted to take their mantra "True to the Kore" to the next level, they came to us with their Ninja product line. Already known for its performance on the track and the street, our goal was to continue to establish a credible brand while inspiring and educating the consumer that Kawasaki “Gets me” and my vibe. We developed "Be the Alpha Dog," a positioning statement that hadn't yet been marketed to the public. We did this by focusing the marketing to the specific segments of enthusiasts. While researching the target audience we strayed away from the typical motorsports brands and looked to fashion, music and other passions of the Ninja rider. The creative direction was lead by a laser-focused approach, zeroing in to ensure authenticity and a serious cool factor. Featuring stunters and racers like Kane Friesen, Jason Britton and Rickey Gadson and their favorite Ninja we told the story through visuals and raw attitude. From brochure, sales collateral and pop we are making sure the consumer and the salesperson are both on the same page.