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Michelin has formed a new partnership with female-centric motorcycle group, the Litas. What started as a small group of women who love to ride motorcycles in Salt Lake City in late 2014, has grown to a network of female motorcycle enthusiasts that has 140 branches in nearly 20 countries. With more than 3,000 members and riders, the Litas network is as vast as it is diverse, and it’s the largest of its kind in the world.
“The Litas is all about women coming together and sharing in a common love for motorcycles,” said Jessica Haggett, founder of The Litas. “Our mission is pretty straightforward and with Michelin as a partner, we are able to amplify our network and make even stronger connections in the motorcycle industry.”
Michelin’s Motorcycle tire division first caught sight of the Litas on social media, where more than 67,000 Instagram followers like, post and share in the passion and experiences that the individual members and local chapters of the group cultivate and create on their motorcycles.
“For Michelin, the Litas represent a growing opportunity to engage with an enthusiastic and dynamic group of riders,” said Scot Clark, marketing manager for Michelin’s motorcycle group. “We’ve been passionate about the connections and experiences motorcycles can create for as long as we’ve been making tires and the Litas get that and live that so authentically. We’re glad to partner with them.”
For the next year, Michelin and the Litas will partner on social media contests for the organization’s members and will work together on collaborations for social media fans and followers of both accounts.
For more information on the Litas, visit www.thelitas.co.