Monday, September 18, 2023

TrueTimber and Team Honda HRC Collaborate at Joliet SMX Round

This weekend at the Joliet, Illinois, round of the SuperMotocross Finals, Team Honda HRC’s CRF450RWE and CRF250R race bikes are wearing special graphics featuring a pattern created by camouflage-industry leader TrueTimber. The theme calls attention to American Honda’s co-branded marketing campaign with the brand, a partnership that is highlighted by an “Embrace the Pursuit” Sweepstakes in which the grand prize includes a Honda Pioneer 1000-5 side-by-side featuring TrueTimber’s Atera camo pattern. Other components of the partnership are Honda products to be offered with TrueTimber patterns, as well as an apparel licensing agreement. Members of TrueTimber’s management team are on hand at Chicagoland Speedway to watch the race.

“This is an exciting addition to our partnership with Honda and it’s great to continue to see all the creative ways we can collaborate between the two brands,” said TrueTimber CEO Rusty Sellars. “Our relationship with Honda continues to help us reach new customers and make that connection and passion towards the outdoors even more rewarding.”

The pattern featured this weekend on the bikes of riders Jett Lawrence, Chase Sexton and Hunter Lawrence (all of whom have already earned AMA Championships this season), is a modified version of TrueTimber’s Viper Urban Camo. Honda coordinated with TrueTimber to add a red tint to the Viper pattern and worked closely with Team Honda HRC graphics partner Throttle Jockey to place it at key locations on the bikes’ radiator shrouds and side panels. In addition, some of the team’s usual red Cycra bodywork has been replaced with black parts.

“We’re excited about this new partnership with TrueTimber, and it will be fun to celebrate it by featuring a modified version of one of the brand’s popular camo patterns on our championship-winning CRF Performance bikes,” said Jeremy McGuire, American Honda Senior Manager of Customer Engagement. “Thanks to our team partners for helping to come up with this striking look, and best of luck to our riders putting it at the front of the pack.”

To learn more about the entire TrueTimber product line and see all available patterns, visit Details about future product launches can be found on TrueTimber’s Facebook and Instagram pages.