The ELF Distinguished Gentleman's Ride Partnership
ELF, a brand of Total, is proud to become an official sponsor of The Distinguished Gentleman’s Ride (The DGR), which brought in 2018 more than 115 000 “Gentlefolk” on classic and vintage styled motorcycles, riding in 648 cities in over 100 countries across the globe.
What is it?
The Distinguished Gentleman’s Ride was founded in 2012 in Sydney by Mark Hawwa, a motorcycle passionate. He decided to create a themed ride that would be a great way to combat the often-negative stereotype of men on motorcycles, whilst connecting niche motorcycle communities together. He had the idea when he saw a photo of actor Jon Hamm (Mad Men's Don Draper) astride a classic bike and wearing his finest suit.
To do so, the idea came up to organize once in the year an event where people could celebrate the art of being dapper and classic custom motorcycles. A few years later, the association decided to use the opportunity of having a growing audience to give an ethical sense to this recreational ride by raising funds and partnering with The Movember Foundation (active in the fight of cancer and mental health issues). In 2018, the proceeds from The Distinguished Gentleman’s Ride provided more than $6 million for these causes.
How does it work?
Women and Men riding all types of classic and vintage motorcycles may enter the 2019 DGR, including the Café Racer, Brat Styled, Chopper, Scrambler and Classic Scooter. For riders, the dress code is “dashing and dapper”. After a registration on gentlemansride.com, select the city to ride in and choose the team you want to raise funds for. These are the few steps to follow in order to become a Distinguished Gentleman Rider.
As a premium lubricants brand, ELF decided to join the ride where riders are more than welcome to enjoy the experience globally by raising money for the ELF Fundraising Team. The highest raisers will have the chance to win a camera and become for one year ELF AMBASSADORS! Good to know, the highest raisers during the fundraising campaign on the DGR website can have the chance to win several gifts, including premium motorcycles.
What is ELF doing in this?
Committed to meeting the needs of all motorcycle riders, ELF is an iconic brand with a legendary history, standing out to bring passion and emotion in riders’ daily life. With this philosophy in mind, ELF highlights an exclusive range of lubricants, especially formulated for motorcycles and scooters: ELF MOTO. With an unparalleled heritage ELF Lubricants shares your passion for motorcycles and provides every rider with confidence and an enhanced road riding experience.
“With our new range of ELF lubricants we support everything that’s worth promoting our values and quality of our products." said Mathieu Soulas, Vice-President Lubricants. “The Distinguished Gentleman’s Ride is a high-standing event that attracts tens of thousands of passionate. For us, it offers an excellent opportunity to be close to our customers through an event that celebrates riding enthusiasm and the love of mechanics.”
“We are particularly delighted and proud that a brand like ELF will be our partner for The Distinguished Gentleman’s Ride 2019,” commented Mark Hawwa, DGR founder. “Our Ride, which will attract 125,000 participants across 700 cities worldwide this year, isn’t just a day to celebrate freedom and fun. It also represents a deep commitment to supporting people. We would like to extend our sincere thanks to ELF for being by our side during this unique event, which has achieved an incredible level of participation in just seven years."
ELF and The Distinguished Gentleman’s Ride will be particularly visible in 30 cities around the world during the 2019 event. They will greet the riders/supporters and give them the chance to take home such prestigious gifts as one of the 30 cameras up for grabs or, for the 20 most generous raisers, a leather jacket made in France.
The cobranded Merchandizing
As part of its quality and excellence history, ELF launched also in 2019 a merchandising division where textiles products such as polos, jackets or caps are sold. 100% French-made and local, these articles are meant to offer a wide range of high-quality products to demanding customers.
The new ELF x DGR partnership was a good reason to carry on this way and has thus, started a new line of products including a key ring, a newsboy cap and a limited edition of midseason jackets (the serial number of the jacket is written inside!). For more information on this, do not hesitate to go on www.myelfstore.com.
In addition, ELF will offer a range of apparel and accessories for sale that echo the brand’s history, in collaboration with The Distinguished Gentleman’s Ride. A portion of the proceeds will be donated to the association and The Movember Foundation.
For more information regarding The DGR, please click here.
We hope to see you all the 29th of September 2019, wherever you are! In the meantime, do not hesitate to follow us on Instagram @elflubricants.