The motorcycle industry is hard. Not because the machines and the technology aren't sexy, but because bikes are a luxury item for most people. And an easy one to decide against when push comes to shove. BMW came to us with lagging US sales and a very un-American image. (They rule the roads in Europe and many other parts of the world, but are considered machines for leather jump-suited dweebs here.) With the European market saturated, BMW wanted to try and speed-shift their image in the US to try and catch up to the cycle culture here, attracting a whole new audience. In year one, we introduced a new tagline, “Feed Your Restless.” Along with a bevy of print, their first ever TV in North America, and 144 dealer experience material kits that reflected a more relevant tone for the US market. In year two, we introduced the R nineT just in time to ride the burgeoning retro roadster wave that was sweeping the country. R nineT sales were wait-listed for the better part of that first year with sales demands BMW hadn't seen in the states before. This work was produced at tether.