When men reach their mid-40's, they are entering a new chapter in their lives. After years of caring for their families, they now find themselves with enough spare time to fulfill some lifelong dreams. In this transition of identity, they are able to rebrand themselves - good or bad. 

This is what specialists call, mid-life crisis. Well, Harley's response to that is "mid-life crisis... my ass". (Humber College, 2016)

The magazine prints will provide free peel tattoos. In addition, Harley Davidson could affiliate themselves with local tattoo shops to provide possible discounts or ultimately free "Harley Davidson" brand tattoos.