American Muscle is the only after-market parts retailer that focuses completely on the Ford Mustang. They are a brand that actively includes women as their ambassadors but still has a mostly male customer base. To put an end to the gendering of loving your car, this campaign's goal is to encourage women who already own (and cherish) a Ford Mustang, to start customizing their cars both cosmetically and mechanically. The insight that sparked this campaign and tagline, was that a majority of the women who are gearheads, come from families that share an interest in cars. Therefore, they were Raised On Muscle.