American Honda Motor Co., and TrueTimber began partnering on special editions of Honda Pioneer and Talon side-by-side models featuring TrueTimber Viper Urban Camo. In 2023 the partnership expanded providing exclusive rights to TrueTimber’s Atera camo pattern which is now featured on Honda’s family of products. Today, Atera remains on the Pioneer 1000 series and is added to a variety of new all-terrain vehicles and side-beside vehicles for new 2025 models. 

In 2023 TrueTimber, the world’s best-selling camo brand, entered the world of two-wheel racing with the sponsorship of Team Honda HRC. TrueTimber continues as the official race team apparel manufacturer of Team Honda HRC leading into the 2025 AMA Supercross, AMA Pro Moto- cross and SuperMotocross seasons. “Fans have seen TrueTimber camo on Honda side-by-sides, motorcycles and apparel in the past, but can now find it on the track as well, which is really exciting,” said TrueTimber CEO Rusty Sellars. 

TrueTimber® is one of the leading camo brands in the United States & Canada. The customer service behind the scenes at TrueTimber® is superior and has taken 20 years to build. This solid foundation was constructed by past experiences and trials and has set TrueTimber® up for perpetual success in the future, driven by innovation, dedication, and a deep understanding of outdoor enthusiasts' needs.