Indian Motorcycle, America’s first motorcycle company, has created the world’s first tattoo ink composed of the carbon from freestyle motocross icon Carey Hart’s modified Indian Scout Hooligan racing bike. The carbon was carefully extracted from a sample of tire rubber obtained from a burnout Hart performed on the bike.

Now die-hard Indian Motorcycle loyalists and Carey Hart fans can bond with the freestyle motocross legend like never before, getting their own tattoos using this rare ink infused with Hart’s burnout. Hart was the first subject for the ink, getting tattooed with his newborn son’s name.

The campaign, created by Team One, Publicis Groupe's premium and luxury brand agency, includes a partnership with Inked Magazine including an advertorial spread in the July/August issue and a 90-second film that will be hosted on and on YouTube