SixSpeed and Polaris Push Boundaries with Bold "Tough Doesn't Quit" Campaign

The campaign highlights unmatched dedication to quality and authenticity from industry leader that proactively addresses consumer mindset

MINNEAPOLIS, Jan. 8, 2025 /PRNewswire/ -- SixSpeed, the globally recognized marketing agency with a reputation for disrupting industries, is once again demonstrating the power of their breakthrough creative. The boundary-pushing shop recently collaborated with Polaris to help bring to life their "Tough Doesn't Quit" campaign, showcasing what has made Polaris a global leader in powersports for more than 70 years. This innovative creative campaign highlights Polaris's commitment to quality and testing by capturing their strenuous process to test machines to failure in pursuit of creating new standards that meet the high expectations of today's consumers. 

"We have proudly partnered with Polaris across a wide range of marketing initiatives over the years, but the collaborative development of the 'Tough Doesn't Quit' campaign has been one of the most rewarding campaigns we have done with any client. There are very few opportunities as a creative / media agency to develop such an embedded relationship with a company that produces such great products. We never take that for granted. The mutual trust and experience over the years of working together enables us to continue to find new ways to approach solving business challenges. Polaris is the best in the business; they prove that fact routinely, and we are honored to work with them," says Kevin Reilly, CEO of SixSpeed.

To emphasize the industry-leading investment Polaris has made in stress-testing their offerings, "Tough Doesn't Quit" takes the audience to the company's first-of-its-kind testing facility in Texas, the Polaris Proving Grounds, as well as a rural Minnesota research & development facility dedicated to pushing the limits of their machines. The creative features countless vehicle drop tests, durability simulators, and suspension tests, giving a "behind the scenes" look into Polaris's relentless pursuit of the perfect ride. The campaign's through line is the reason that the brand is the industry's highest spender in product testing: its customers. No company works harder at innovating and testing their vehicles to meet the needs of those that work and play outside. 

SixSpeed is dedicated to making the world's most authentic brands impossible to imitate. Polaris didn't want to simply showcase the power of their machines with their next creative campaign – they were seeking to demonstrate to their customers that they will work harder than anyone to build what's next. To ensure they succeeded in doing so, SixSpeed shined a light on how rugged their testing process truly is: enough to push forward the very categories that Polaris has created. This bold creative approach captures the brand's ethos to confront challenges head-on, live authentically, and lead the pack through product design and testing.

"Every day the teams at Polaris are looking at how we build better, stronger, tougher vehicles for our riders. We wanted a campaign that gave our consumers a behind-the-scenes look at our relentless pursuit to design the ultimate ride, the level to which these machines are pushed, and the thought and intentionality behind each innovation that we bring to market. Our consumers have such a passion for the ride and how they approach life, so 'Tough Doesn't Quit' is about showcasing the passion we have, as a company, to create that for them and share in their grit and pursuit for more," said Reid Wilson, President of Off Road Vehicles.

SixSpeed put "Tough Doesn't Quit" on the map through a fully-integrated launch across the US. Initial results demonstrate that the compelling narrative resonates deeply with Polaris customers and new audiences. Together, SixSpeed and Polaris are redefining what it means to be a category leader – challenging norms and setting new standards for excellence.

To be what others can't, you have to do what they won't. For brands and people ready to do more, visit sixspeed.com.

About SixSpeed
To be what others aren't, you have to do what they won't. We are SixSpeed, a creative marketing agency that is employee-owned, consumer-centric, and ready to deliver on experience. We're here to make the world's most adventurous brands impossible to imitate. Those brands who consider Best Practices™ a suggestion, not a mandate. The ones that consider inspiration fuel for action, not just food for thought. See how we've encouraged others to take a leap at sixspeed.com.

About Polaris
As the global leader in powersports, Polaris Inc. pioneers product breakthroughs and enriching experiences and services that have invited people to discover the joy of being outdoors since our founding in 1954. Polaris's high-quality product line-up includes the RANGER®, RZR®, Polaris XPEDITION®, and GENERAL™ side-by-side off-road vehicles; Sportsman® all-terrain off-road vehicles; military and commercial off-road vehicles; snowmobiles; Indian Motorcycle® mid-size and heavyweight motorcycles; Slingshot® moto-roadsters; Aixam quadricycles; Goupil electric vehicles; and pontoon and deck boats, including industry-leading Bennington pontoons. Polaris enhances the riding experience with a robust portfolio of parts, garments, and accessories. Headquartered in Minnesota, Polaris serves nearly 100 countries across the globe. www.polaris.com

SOURCE SixSpeed