Showing the unique ways people ride a Harley-Davidson is just part of how the company celebrates rider individuality. The other unique way is how riders personalize their Harleys. This spring U.S. dealers will compete in a bike build-off battle with the Harley-Davidson Street 750 motorcycle being featured throughout the campaign. Bike builds will happen around the country, and in the end, one dealer will ultimately be crowned the "Custom King." The resulting customized Street motorcycles will roll into all major Harley-Davidson promotions and among the company's promotional partners, including UFC and ESPN X Games.