On July 26, Harley-Davidson and Marvel Studios announced they will auction a 2011 Harley-Davidson V-Rod Muscle VRSCF that was signed by the stars of Captain America: The First Avenger. The sum raised will support Disabled American Veterans (DAV). 
Some of the stars who autographed the motorcycle during the film’s world premiere in Los Angeles include Chris Evans, Samuel L. Jackson, Neal McDonough, director Joe Johnston, as well as comic actor Stan Lee.
Harley-Davidson collaborated with Marvel Studios to provide several motorcycles for Captain America: The First Avenger. The film traces Captain America’s origins as a World War II era Super Hero who rode a military motorcycle. During World War II, Harley-Davidson produced and sent approximately 90,000 motorcycles overseas to support the war effort.
The auction will take place at www.ebay.com/herobike and bids will be accepted from July 28 through August 4, 2011. All of the proceeds of auction will benefit Disabled American Veterans (DAV) Charitable Service Trust to fund the Harley’s Heroes program. DAV is a non-profit organization that represents the nation’s disabled veterans that provides assistance to veterans in a number of ways.
Harley-Davidson is a major supporter of the DAV since 2006 when The Harley-Davidson Foundation gave a $1 million grant to the organization. A second $1 million grant from The Foundation DAV received in 2010. The grants helped fund the creation of the Harley’s Heroes program, which brings benefits, education and counseling to veterans in communities all across the U.S. through the DAV Mobile Service Offices.
Since 2007, Harley’s Heroes has visited thousands of sites across the United States to secure the benefits veterans obtained from the Department of Veterans Affairs, Department of Defense and other government agencies.
«Captain America and Harley-Davidson are both great symbols of freedom, but we can never forget the brave men and women who have made extraordinary sacrifices to protect our way of life,» said Dino Bernacchi, Harley-Davidson’s director of Marketing Communications. «We’re excited about the potential of this unique auction to strengthen our relationship with the Disabled American Veterans and the work they do.»
Fans can visit a participating Harley-Davidson dealer to get an exclusive poster featuring Captain America on his 1942 Harley-Davidson ‘Liberator,’ while supplies goes on. Harley-Davidson’s promotional web site also features footage produced in collaboration with Marvel Studios.
Another partner of the Captain America is 7Up. The brand offers fans an opportunity to win one of 13 Harley-Davidson Sportster Forty-Eight on sweepstakes.
In winter Harley-Davidson ran a new ads campaign titled ‘No cages’.