Kawasaki, known for its power sports vehicles, is gearing up for its Super Bowl debut on February 11.
Kawasaki is partnering with Omnicom's Goodby, Silverstein & Partners, which claimed the Super Bowl assignment in last year’s competitive review, for its Big Game debut.
“Kawasaki’s debut in the Super Bowl is driven by a desire to plant their flag at the top of the rapidly growing world of power sports,” Goodby said in a statement to Ad Age.
Aside from landing Kawasaki’s inaugural Super Bowl ad, the advertising agency is also creating Big Game spots for Mtn Dew, Doritos and BMW.
Power Sports Market Enjoys a Major Growth
Power sports vehicles include motorcycles, all-terrain vehicles (ATVs), utility vehicles (UTVs), jet skis and snowmobiles. It is a subcategory of motorsports.
Allied Market Research reports that the global power sports market, valued at $29.6 billion in 2022, is expected to reach $59.4 billion by 2032, fueled by a surge in the desire for adventure and outdoor experiences.
Penetrating the Super Bowl's mass-market spotlight with a niche product category like power sports is a strategic move showcasing the Japanese brand's confidence in the sector's explosive growth.
Since its motorcycle debut in the U.S. in 1968, Kawasaki has steadily expanded its reach, carving out a strong presence in the ATV and side-by-side markets.
In 2023, it held nearly 15% of the motorcycle market, solidifying its position as a top competitor to industry giants like Harley-Davidson.
With its Super Bowl debut, Kawasaki is poised to break through the boundaries of traditional power sports advertising, reaching a global audience and igniting a passion for adrenaline-fueled adventures.
While the curtain remains drawn on the specific product to be featured in Kwasaki’s 30-second ad, whispers within the industry suggest it might be a brand-new offering.
“While the all-new model to be featured remains a secret for now, the Super Bowl spot promises to introduce both the category and the Kawasaki brand to an entirely new, global audience,” Kawasaki said.
The company has been generating buzz for an upcoming off-road vehicle named the Ridge, teasing its unveiling on January 23 through its website and social media platforms.