Tough Turban 

Background

Turban-wearing Sikh motorcyclists are now exempt from helmet laws in provinces across Canada. For some, this creates a difficult choice between the protection offered by a helmet and the deep significance of a turban to the Sikh identity. With this community of riders in mind, Pfaff Harley-Davidson introduced the first impact resistant turban. Layered with bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are. Our open-source designs have been shared online so manufacturers across the world can create similar reinforced turbans for riders in their regions.

Insight

Nobody should have to choose between safety and their identity

Results

Media response exploded overnight with coverage in 171 US media outlets, 54 in Canada, 18 in the UK and 11 in India totaling 238.8 million earned impressions.

Quantitative research with people who own or are planning to buy a motorcycle showed a significant shift in perception after they’d been exposed to the initiative. 

- 87% saw Harley-Davidson as more favourable.

- 83% saw Harley-Davidson as more inclusive.

- 85% were more likely to consider buying a Harley-Davidson.

After hearing about Tough Turban, British Sikhs were inspired to ask their government to re-examine turban laws. Three manufacturers have reached out to explore large-scale production, including the world’s largest producer of two-wheeled motorized vehicles. The potential to save lives through this idea is enormous. It could offer protection to millions of Sikh motorcyclists globally.