BRP Invites All Riders to "Get Moving"
Rhea-AI Summary
BRP (TSX: DOO) unveiled a refreshed brand identity and new tagline "Get moving", debuting during CBC/Radio‑Canada's broadcast of the Olympic Winter Games Milano Cortina 2026. The refresh links BRP's portfolio—Ski‑Doo, Lynx, Sea‑Doo, Can‑Am, Rotax—and renames Uncharted Society to BRP Experiences, operating in 14 countries with 225+ destinations and 2 million rides.
The evolution ties to BRP's M28 strategic plan and new vision: "to create the unbeatable experience of moving you in every way", aimed at strengthening brand connection and global growth.
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Key Figures
Market Reality Check
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 29 | Auditor transition | Neutral | -0.5% | Planned change of external auditor from Deloitte to PwC for FY2027. |
| Jan 21 | Racing performance | Positive | +4.9% | Can-Am factory team secured 2nd overall and multiple stage wins at Dakar. |
| Dec 23 | Secondary offering | Negative | -0.3% | Principal shareholder sold 1,850,000 shares in a secondary offering; company received no proceeds. |
| Dec 18 | Regulatory decision | Negative | -5.6% | ACCC opposed Telwater sale to Yamaha; BRP retained ownership, guidance unchanged. |
| Dec 16 | Leadership change | Neutral | -2.3% | Appointment of Denis Le Vot as President and CEO effective February 1, 2026. |
Recent news, from governance changes to regulatory updates and sports marketing wins, has generally led to modest, directionally aligned price moves.
Over the past several months, BRP has reported governance and strategic developments alongside marketing and regulatory updates. A new CEO was announced effective February 1, 2026, and a planned transition to PwC as auditor followed on January 29, 2026. The company also closed a secondary offering in December 2025 and acknowledged the ACCC’s opposition to the Telwater sale while maintaining FY2026 guidance. Strong Can-Am results at the 2026 Dakar Rally highlighted product performance. Today’s brand-identity news fits into this broader M28 strategic and positioning narrative.
Market Pulse Summary
This announcement highlights BRP’s refreshed “Get moving” brand identity, tied to its M28 strategic plan and debuting around the 2026 Olympic Winter Games. The rebranding and the evolution from Uncharted Society to BRP Experiences, now spanning over 225 destinations and more than 2 million rides, emphasize experiential growth rather than immediate financial changes. Investors may watch how this positioning supports demand, complements recent leadership and auditor transitions, and deepens engagement across Ski‑Doo, Lynx, Sea‑Doo, and Can‑Am portfolios.
AI-generated analysis. Not financial advice.
The Company redefines movement with refreshed brand identity
Starting February 6, CBC/Radio-Canada's broadcast of the Games will give viewers across
"Get moving" is more than a tagline, it's a rallying cry calling all riders to unleash their inner drive and relentlessly move forward," said Josée Perreault, Chief Marketing Officer at BRP. "We are proud to be unveiling our refreshed brand identity at such a meaningful time. The refreshed branding strengthens the connection between BRP and its iconic brands, Ski-Doo, Lynx, Sea-Doo, Can-Am, and Rotax, creating a powerful portfolio effect to drive growth and reinforce our leadership in innovation."
Also in the spirit of redefining movement and driving a deeper connection to BRP, Uncharted Society is becoming BRP Experiences. Operating across more than 225 global destinations in 14 countries, BRP Experiences' trusted outfitters have delivered more than 2 million rides powered exclusively by Ski‑Doo, Lynx, Sea‑Doo and Can‑Am products, helping riders of all levels experience the thrill of outdoor exploration.
BRP's brand evolution builds on the launch of its M28 strategic plan and the Company's new vision: "to create the unbeatable experience of moving you in every way". This vision reflects BRP's relentless pursuit of excellence, striving to offer consumers and riders an industry-leading experience throughout their entire journey.
To learn more about this new chapter and discover what "Get Moving" is all about, visit brp.com.
About BRP
BRP Inc. is a global leader in the world of powersports products, propulsion systems and boats built on over 80 years of ingenuity and intensive consumer focus. Through its portfolio of industry-leading and distinctive brands featuring Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft and pontoons, Can-Am on and off-road vehicles, Quintrex boats and Rotax marine propulsion systems as well as Rotax engines for karts and recreational aircraft, BRP unlocks exhilarating adventures and provides access to experiences across different playgrounds. The Company completes its lines of products with a dedicated parts, accessories and apparel portfolio to fully optimize the riding experience. Committed to growing responsibly, BRP is developing electric models for its existing product lines. Headquartered in
Ski-Doo, Lynx, Sea-Doo, Can-Am, Quintrex, Rotax, and the BRP logo are trademarks of Bombardier Recreational Products Inc. or its affiliates. All other trademarks are the property of their respective owners.
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SOURCE BRP Inc.
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