Harley-Davidson H.O.G. Rally

To celebrate Harley-Davidson marking its 120th anniversary alongside the 40th anniversary of the Harley Owners Group (H.O.G.), a landmark National Rally at The Bend Motorsport Park in Tailem Bend, South Australia was delivered.

Drawing thousands of passionate riders from around the country, the three-day event was packed with premium experiences – private track rides, custom bike displays, regional chapter games, and the unmissable Thunder Run, featuring over 1,500 bikes rolling in unison.

The atmosphere was electric with headline performances from Aussie rock legends The Angels and Richard Clapton, complemented by immersive brand displays, live entertainment, and curated ride-outs that showcased the spirit of freedom and camaraderie that defines the H.O.G. community. The event was a celebration of heritage, horsepower, and Harley-Davidson’s legacy of uniting riders across generations.

The Shift Corp played a central role in the success of the H.O.G. Rally through:

Concept & Experience Design: Worked with Harley-Davidson’s brand team to design a large-scale rally format that honoured 120 years of history and celebrated H.O.G.’s unique riding culture.

Creative Direction: Developed the creative identity across the event, including stage design, signage, zones, and brand experience touchpoints.

Event Management: Led all aspects of event operations, managing logistics, vendor coordination, talent booking, technical production, and onsite scheduling.

Planning & Compliance: Oversaw site planning, risk management, traffic flow, emergency procedures, and council approvals for a safe and successful event.

Onsite Delivery: Delivered the full three-day program – from track operations and live music to custom bike showcases and merchandise integration – ensuring a seamless and unforgettable experience for all attendees.