Pfaff Harley-Davidson develops the Tough Turban, a protective innovation for Sikh motorcycle enthusiasts

Newsroom Ads, Creativity

Freedom – freedom to ride – is at the heart of a new innovation championed today by Pfaff Harley-Davidson. The Tough Turban was conceived and designed by Toronto’s Zulu Alpha Kilo, the dealership’s creative partner, which developed this advancement using impact-resistant materials to better protect motorcycle enthusiasts. 

The design features emerging technologies in protective gear like non-Newtonian foam that hardens on impact, 3D-printed chainmail and a composite fabric used in bullet-proof clothing. The full design considerations for the prototype have been open-sourced and released online, enabling any manufacturer in the world access to the virtual blueprint to make their version of a reinforced turban for riders in their region.

Brandon Durmann, Brand Marketing Specialist at Pfaff Harley-Davidson. 

“Pfaff Harley-Davidson is proud to help champion an idea that celebrates the diversity of our ridership. We are honoured to help advance the cause of diverse gear and to help build awareness for the potential of the innovation amongst our vast community of riders across Canada and around the world”

Since 1903, Harley-Davidson has helped shape the identity of millions of motorcyclists worldwide and represents a lifestyle and an emotional attachment. Harley-Davidson appeals to a growing community of riders, including those riders who wish to try an alternate form of head cover, other than the helmet.  

“The Tough Turban further empowers Sikh riders to protect who they are,” shares Zak Mroueh, Founder and Chief Creative Officer of Zulu. “This initiative combines a lot of things we’re glad to focus on at Zulu Alpha Kilo – inclusion, innovation and our core belief in using design thinking to solve real world problems.”

The idea came from the team of Dan Cummings and Vic Bath, who is from a Sikh background.  He was inspired by his father, who grew up in a small village in India and dreamed of owning a Harley-Davidson, which to him was the ultimate symbol of freedom.

Zulu Alpha Kilo partnered with Spark Innovations to construct the preliminary design of the Tough Turban. 

Credits:

Client: Pfaff Harley-Davidson

Agency: Zulu Alpha Kilo

  • Chief Creative Officer & Creative Director: Zak Mroueh
  • Head of Design: Stephanie Yung
  • ACD/Art Director: Vic Bath
  • ACD/Writer: Dan Cummings
  • Designer: Jeff Watkins, Rasna Jaswal
  • Client: Brandon Durmann, Melanie Somerville
  • Agency Producer: Colleen Allen, Laura Dubcovsky, Tom Evans, Kathryn Brown
  • Account Team: Rob Feightner, Matt Sinuita, David Trembley, Allison Diaz Mercado
  • Strategy Team: Spencer MacEachern, Shaunagh Farrelly

Product Design: Sparks Innovation

Production House: Zulubot

  • Director: Barbara Shearer
  • DOP: James Arthurs
  • Editor: Jessie Posthumus
  • Moton Graphics: Ashlee Mitchell
  • Illustrator: Nabil Elsaadi
  • Audio Engineer: Dino Cuzzolino
  • Web Design: Jacqui Lau, Kesia Payne
  • Photographer: The Moto Foto | Dan Lim 
  • Online Artist: Felipe Chaparro 
  • Head of Production: Adam Palmer