Sturgis Rally

For over 40 years, J&P Cycles has partnered with the legendary Sturgis Motorcycle Rally, the world’s largest motorcycle gathering. Founded in 1938 by Clarence "Pappy" Hoel, Sturgis has become the heart of motorcycle culture, and we’ve proudly been a part of its evolution.

As a longstanding presence at Sturgis, J&P Cycles offers rally-goers an authentic and unforgettable experience. With one of the largest downtown locations, we provide services like on-site promotions, exclusive shows, custom motorcycle builds, and unique merchandise, including fresh t-shirt designs. Our space is more than a store—it’s a hub for riders to connect with the rally’s spirit.

Each year as Art Director, we bring new energy to Sturgis with innovative marketing activations, including: Custom Bike Sweepstakes, Influencer Collaborations, Engaging Video Content & Social Media Campaigns, On-Site Events and Promotions.

For us, Sturgis isn’t just an event—it’s a tradition. J&P Cycles continues to honor its legacy while connecting with new generations, ensuring the rally remains iconic and timeless.