Harley’s WLA motorcycle plays a big role in the newest Marvel Comics movie, Captain America: The First Avenger. The Motor Company is launching its H-D Free the World promotion in conjunction with the movie’s release.
On July 22, two icons of freedom will roll onto the silver screen when Marvel Studios releases Captain America: The First Avenger, who defends freedom and justice for all on a Harley-Davidson WLA motorcycle.
During World War II, Harley-Davidson produced and dispatched almost 70,000 WLA motorcycles overseas to support the war effort. The motorcycle was affectionately known as the “Liberator” by U.S. Service Men and Women.
To celebrate this reunion, Harley-Davidson Motor Company has created the “H-D Free the World” promotion, which features two grand prizes. One lucky U.S. military member, as well as a non-military member, will each win the opportunity to work with Marvel and the Motor Company to customize their own one-of-a-kind new Harley-Davidson Sportster 1200 Custom motorcycle in Harley-Davidson’s hometown of Milwaukee, Wis.
“Captain America makes the perfect marketing partner for Harley-Davidson as he truly embodies the iconic, heroic and American aspects of our brand,” said Dino Bernacchi, Harley-Davidson’s director of Marketing Communications. “Both Captain America and our motorcycles are great symbols of freedom.”
“We’re excited to partner with Marvel given their success in pulling in large, young and diverse audiences,” added Bernacchi. “Big and heroic activations like this build interest and excitement in our amazing sport among potential new customers, so we hope to see some new Captain America fans on the road soon.”
Each of the grand prize winners of the “H-D Free the World” promotion will travel to Milwaukee to create the Harley-Davidson Sportster 1200 Custom of their dreams at one of the Motor Company’s production facilities. The promotion also features unique “first prizes” for one U.S. military member, as well as non-military member to attend a Harley-Davidson Academy of Motorcycling Riders Edge class to learn how to ride alongside a friend.
Additionally, Captain America fans can visit their local Harley-Davidson dealers to secure an exclusive poster featuring Captain America on his 1942 Harley-Davidson “Liberator,” while supplies last. Harley-Davidson’s promotional Web site, www.h-d.com/captainamerica also features behind the scenes footage that was produced in collaboration with Marvel.
Legal residents of the United States who are at least 18 years of age can enter the “H-D Free the World” promotion at www.h-d.com/captainamerica through December 1, 2011.
About the Captain America Harley-Davidson “Liberator”
Harley-Davidson collaborated with Marvel Studios to create five motorcycles for the Captain America: The First Avenger film, which traces Captain America’s origins as a World War II era Super Hero who rode a military motorcycle as a means of transportation.
The Motor Company coordinated the modification of the current day Harley-Davidson Cross Bones model to resemble an original 1942 WLA Army motorcycle. The Motor Company also worked with Marvel Studios to recreate additional parts, such as an ammunition box and leather gun scabbard, to ensure the motorcycles looked as authentic as possible.
Three bikes were used in the film for riding and stunts, and two were reserved for a scene in which Captain America lifts a motorcycle over his head at a USO appearance.
Two of the motorcycles will become part of the Harley-Davidson Museum’s permanent collection and one will be featured in a special temporary display at museum showcasing a sampling of items from the movie, including a Captain America leather “rescue jacket,” his signature ‘A’ helmet, and shield he carried in the film.
For more information about Harley-Davidson’s partnership with Marvel Studios around Captain America: The First Avenger, including the “H-D Free the World” promotion, visit www.h-d.com/captainamerica.
About Captain America: The First Avenger:
“Captain America: The First Avenger,” directed by Joe Johnston, from a screenplay by Christopher Markus & Stephen McFeely, will focus on the early days of the Marvel Universe when Steve Rogers (Chris Evans) volunteers to participate in an experimental program that turns him into the Super Soldier known as Captain America. As Captain America, Rogers joins forces with Bucky Barnes (Sebastian Stan) and Peggy Carter (Hayley Atwell) to fight the evil HYDRA organization, led by the villainous Red Skull (Hugo Weaving). One of a continuing slate of films being produced by Marvel Studios based on the Marvel characters, “Captain America: The First Avenger” joins Thor which was released on May 6, 2011 and Marvel’s The Avengers which is coming to theaters on May 4, 2012. “Captain America: The First Avenger” will be distributed by Paramount Pictures on July 22, 2011.