The segmented Apparel business is an attractive and creative business that still has many opportunities to enter—Emphazied on specific customer interest, the trend still grows. The motorcycle Jackets is one of the segmented Apparel Business that targeting motorcycle biker within a particular segment. For Bikers, Motorcycle Jackets are not just for covering the body. Motorcycle Jackets is Identity to show their unique characters and personality. This research focuses on the motorcycle jackets business strategy to gain customer engagement and build brand positioning. This research aims to analyze the implementation of the competitive advantage strategy of the motorcycle jacket business to achieve customer engagement and build business brand positioning. This study using a qualitative analysis method to analyze the research data. The research using the participant-observer method, depth interview, and survey to gathering the information from NR Riding motorcycle jacket's customers. The result shows that NR Riding as Motorcycle Jacket Business has specific brand positioning focusing on design, quality, function, and identity. The customer engagement of NR Riding builds through their networking to motorcycle community to recognize the communities characters and originality. This research gives a new perspective for new business and entrepreneurial businesses struggling to find the alternative strategy to build brand positioning in their customer mind