BRP Launches 'Get Moving' Brand Refresh Amid Olympic Sponsorship
Event summary
- BRP Inc. unveiled a refreshed brand identity under the tagline 'Get Moving' on February 2, 2026.
- The brand refresh will debut during CBC/Radio-Canada's broadcast of the Olympic Winter Games Milano Cortina 2026, where BRP is an official sponsor.
- Uncharted Society is rebranded as BRP Experiences, operating in 225 global destinations across 14 countries.
- BRP's new vision is 'to create the unbeatable experience of moving you in every way', aligning with its M28 strategic plan.
The big picture
BRP's brand refresh and Olympic sponsorship underscore its commitment to innovation and market leadership in the powersports industry. The rebranding aligns with its strategic vision to create unbeatable experiences, reflecting broader trends in consumer-focused branding and experiential marketing. With annual sales of CA$7.8 billion and a global footprint, BRP's moves signal a strategic pivot towards deeper consumer engagement and portfolio integration.
What we're watching
- Brand Integration
- How effectively BRP integrates its refreshed brand identity across its portfolio of iconic brands, including Ski-Doo, Lynx, Sea-Doo, Can-Am, and Rotax.
- Sponsorship Impact
- The extent to which BRP's sponsorship of the Olympic Winter Games Milano Cortina 2026 enhances its brand visibility and consumer engagement.
- Strategic Execution
- The pace at which BRP advances its M28 strategic plan and new vision through innovative product offerings and market expansion.
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