Then again, savvy marketers love mavericks and genuine individuals. Independents are style leaders, trend creators, ground breakers. Huge, creative businesses (think fashion industry) bank on unique talents, even (especially?) those totally uninterested in pleasing the masses. Business supplies the canvas and steps back to watch the result, hoping for reflected glory. So, when Borras had a big idea to mount an assault on the Sahara Desert with a team of fully kitted-out motorcycles, riders, support vehicles, and all the gear necessary to survive in a hostile landscape, the sponsors jumped. Harley-Davidson, Dyneema, Tudor, Shoei, Kriega, and more, all provided material and financial support to make Borras' mad dream come true.