TrueTimber and Honda Announce New Apparel Line Featuring TrueTimber Atera Camouflage

INMAN, S.C. – February 28, 2024 – TrueTimber, the world’s best-selling camo brand, has announced a new co-branded apparel line with American Honda featuring TrueTimber’s Atera camo pattern. The clothing line will include hats, shirts, sweatshirts, face coverings, jackets, pants and youth apparel in both camouflage and non-camouflage options.

The new line is set to first debut at Daytona Bike Week within Honda’s activation area for the Daytona Supercross event beginning March 2. These items will also be available for purchase from the TrueTimber online store.

“This is a really exciting expansion to our partnership with Honda and it is great to reach a new segment of our customers who share our passion for the outdoors,” said TrueTimber CEO Rusty Sellars. “Fans can count on top quality apparel and great styles from this lineup, and we look forward to seeing TrueTimber and Honda together more at the track.”

The apparel lineup was designed in support for the new Honda Pioneer 1000 side-by-side lineup, which launched last fall. The three-, five- and six-seat options of the Pioneer 1000 are all available in TrueTimber Atera camo at Honda dealers nationwide. 

“We’re pleased to continue growing our partnership with TrueTimber, this time expanding on our current co-branded apparel collection,” said Jeremy McGuire, Senior Manager of Customer Engagement at American Honda. “The Atera camo pattern has been a hit on Honda’s Pioneer 1000 line, and now TrueTimber is giving customers more ways to show their love for the Honda brand with this Atera apparel. We’re especially excited to debut the latest collection at Daytona Bike Week, an event where Honda has long engaged with customers at the start of the annual motorcycle riding season.”

To learn more about the entire TrueTimber product line, and see all available gear and apparel, visit Details about future product launches can be found on TrueTimber’s Facebook and Instagram pages.

About American Honda

American Honda Motor Co., Inc., is the sole distributor of Honda motorcycles, scooters, ATVs and Side-by-Sides in the United States. American Honda’s Power Sports & Products Division conducts the sales, marketing and operational activities for these products through independent authorized Honda retail dealers. For more information on Honda products, go to