To build the momentum for the Star helmet and to reach the next generation of riders in an authentic way I collaborated with AMA champ, custom builder and designer Roland Sands on a limited edition helmet. This was much more than a design exercise, this was a statement about motorcycle culture and how we wanted to break down the perceived walls between tribes. We started out to show how performance and “custom” cultures could mix together and how the juxtaposition could create an exciting new aesthetic. Every aspect of the project was considered. To capture the essence of our new cultural statement I partnered with award-winning photographer Rich Van Every. Premium luggage maker Ogio was brought on to design a custom helmet bag. Every component of the packaging was completely custom. The result was a bold statement that captured the imagination of our core audience and influenced many projects that came later.