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Fox Racing

Fox Racing is an American company renowned for designing and manufacturing high-performance apparel, protection gear, and accessories primarily for motocross, mountain biking, and other off-road action sports. Founded in 1974 by physicist Geoff Fox in Santa Clara, California, it originated as a mail-order business distributing motocross parts through a catalog at Grand Prix Cycles, quickly evolving into a pioneer of innovative riding gear and a symbol of motocross culture. The company's early success stemmed from Fox's establishment of the Moto-X Fox racing team, which wore custom-designed apparel that gained popularity among riders for its durability and style, leading to the expansion into branded racewear by the late 1970s. In 1977, the business separated from its suspension component division (later FOX Factory, Inc.), with Fox Racing retaining focus on apparel and rider protection under Fox Head, Inc., a subsidiary of Revelyst owned by Strategic Value Partners since January 2025. Headquartered in Irvine, California, Fox Racing now operates globally, supporting elite athletes such as Ken Roczen in motocross and Jackson Goldstone in mountain biking while continuing to innovate in product design for over 50 years.

History

Founding and Early Years

Geoff Fox, a physicist with a Ph.D. from the University of Wisconsin-Madison earned in 1967, joined the faculty at the University of Santa Clara (now Santa Clara University) in 1969 after moving his family to Northern California from Wisconsin. An avid motocross enthusiast introduced to the sport in 1965 during graduate school, Fox balanced his academic career with racing and bike maintenance, fostering a deep passion for the growing motocross scene. By the early 1970s, this hobby evolved into a professional pursuit; Fox partnered in the purchase of Grand Prix Cycles, a small motorcycle dealership in Santa Clara, where he contributed to publishing service manuals for European brands like CZ from 1969 to 1973. Seeking greater independence, he sold his share of the dealership in 1973 and transitioned fully from academia to business. In February 1974, Fox founded Moto-X Fox in a 1,500-square-foot machine shop in Santa Clara, California, initially operating as a small motorcycle dealership and mail-order parts business targeted at motocross riders. The company began by distributing aftermarket accessories nationwide, with an early focus on imported European components such as those for CZ, Maico, and Husqvarna motorcycles, which were popular among American motocross enthusiasts in the burgeoning sport. Fox and his wife Josie designed the first catalog, titled "Super Trick Stuff," in 1973 while still at Grand Prix Cycles, featuring items like a Koni shock rebuild kit that sold for $4.95 and highlighted the business's emphasis on practical, high-performance parts via catalog sales. The late 1970s marked the emergence of Fox's distinctive brand identity with the introduction of the iconic Fox Head logo in 1975, designed by graphic artist Bob Baptiste for $300 to symbolize the family name and convey a bold, aggressive spirit aligned with motocross culture. Though Geoff initially saw little need for a logo, its fox head silhouette—rendered in orange with black outlines—quickly became a hallmark, adorning catalogs and products to build recognition among riders. This foundational period of distribution and branding set the stage for Moto-X Fox's growth into apparel and gear innovation by the decade's end.

Expansion and Milestones

In the early 1980s, Fox Racing underwent a significant pivot from distributing aftermarket parts to producing its own apparel, driven by a sharp decline in suspension component sales from 10,000 units in 1977 to just 1,000 by 1980. This reorganization positioned the company as a dedicated motocross apparel provider, with the launch of its first branded jersey line featuring colorful, handmade designs that gained rapid popularity among riders and fans. Manufacturing was established in-house to support this transition, enabling custom gear for sponsored teams and marking the brand's entry into racewear as a core focus. Key milestones in the 1980s included high-profile sponsorships of elite motocross riders, such as world champions Brad Lackey and Ricky Johnson, whose association with Fox elevated the brand's visibility and cultural influence in the sport. The 1990s saw further growth through expansion into mountain biking gear, coinciding with the sport's rising popularity; by the mid-1990s, Fox had introduced apparel lines tailored for downhill and freeride disciplines, broadening its appeal beyond motocross. Entering the 2000s, the company accelerated international distribution, establishing a presence on six continents by 2003 and forging partnerships that distributed products to global markets, including Europe and Asia. Family involvement deepened during this period, with founder Geoff Fox's sons assuming key leadership roles to sustain the company's momentum. Sons Greg and Pete Fox joined in the late 1980s, with Greg handling sales operations and Pete contributing to creative direction; by the 1990s, the rebranding to Fox Head, Inc. reflected this generational shift, formalizing the family-led structure while emphasizing the iconic fox head logo. Additional siblings, including John as sportswear designer and Anna in customer operations, further embedded family oversight across functions. The 1990s presented challenges amid an economic slowdown in motorsports and intensified competition from emerging brands, which strained growth in core motocross segments. Fox recovered through diversification into mountain biking and lifestyle apparel, leveraging sponsorships of riders like Jeremy McGrath—who wore Fox gear during his dominant supercross era—to maintain market share and innovate beyond traditional racing. This strategic broadening helped stabilize revenues and positioned the company for sustained expansion into the 2000s.

Recent Developments

In the 2010s and 2020s, Fox Racing strengthened its digital marketing and e-commerce capabilities to drive direct-to-consumer sales growth. A 2020 partnership with agency Rareview focused on creative campaigns, data-driven acquisition, and platform development for DTC channels, yielding a 30:1 blended return on ad spend and the highest single-month revenue on record. By 2022, adoption of Feedonomics optimized product feeds for advertising across Google Shopping, Meta, and other platforms, facilitating expansion into seven new EMEA markets like Austria and Italy while supporting multi-language DTC websites in regions including Canada and Europe. These efforts quadrupled monthly website traffic and enhanced operational efficiency, freeing over 100 hours annually for strategic focus. Responding to growing market demands for inclusive and versatile options, Fox Racing diversified into lifestyle apparel and dedicated women's lines during this period. The brand now offers women's collections encompassing moto and mountain bike performance gear alongside casual lifestyle items such as t-shirts, hoodies, pants, jackets, and accessories designed for everyday wear. This expansion emphasizes fit, function, and style tailored to female riders and consumers, broadening appeal beyond traditional motorsports audiences. Online channels played a key role in growth during the COVID-19 pandemic, as e-commerce apparel sales increased amid shifts to digital shopping. Fox Racing underwent significant ownership changes in recent years. In 2022, it was acquired by Vista Outdoor Inc. for $540 million (with a potential $50 million earnout), later becoming part of Revelyst following a corporate spin-off. In October 2024, Revelyst sold Fox Racing—along with brands like Bell Helmets and Giro—to Strategic Value Partners for $1.125 billion.

Products

Motocross and Off-Road Gear

Fox Racing's primary motocross and off-road gear encompasses jerseys, pants, gloves, boots, and goggles, all engineered for superior durability and rider protection during high-intensity riding. Jerseys are constructed from lightweight, breathable fabrics that prioritize ventilation and abrasion resistance to withstand track demands, while pants feature multi-layered panels for impact absorption and flexibility. Gloves provide reinforced palms for grip and knuckle protection, boots offer ankle support with shatter-resistant soles, and goggles ensure clear vision with anti-fog lenses and tear-off systems. These elements collectively enhance safety by mitigating risks from crashes and environmental hazards. The evolution of motocross gear standards in the 1980s introduced key advancements such as moisture-wicking fabrics for sweat management and reinforced stitching for enhanced longevity, transforming apparel from basic cotton to performance-oriented materials that Fox Racing has integrated into its lineup. This shift emphasized rider comfort and resilience under extreme conditions, setting the foundation for modern protective gear. A flagship offering is the Fox 360 series, renowned for its ergonomic fit via Rider Attack Position (RAP) construction, which accommodates the crouched riding stance for unrestricted movement. Crafted from nylon-polyester blends—typically 78-80% polyester with 9-13% polyamide nylon, augmented by leather and elastane—these garments deliver abrasion-resistant Cordura Ripstop panels, TruMotion stretch zones, and double-layer knees for high-speed off-road performance. The series balances rugged durability with agile mobility, making it ideal for professional and amateur racers alike. Complementing the core apparel, Fox Racing provides specialized accessories like knee braces and chest protectors tailored for motorsports safety. Knee braces, such as the Launch Knee Pads, utilize padded inserts and adjustable straps to stabilize joints and absorb impacts during jumps and turns. Chest protectors, including the R3 Chest Guard and Airframe Pro models, feature ventilated hard-shell plating over the torso to deflect debris and cushion blows, ensuring vital organ protection without compromising breathability. These items are essential for reducing injury severity in off-road environments.

Mountain Biking and Apparel

Fox Racing has diversified its product line to include specialized gear for mountain biking, focusing on performance-oriented items designed for trail and downhill riding. Key offerings encompass shorts, jerseys, and helmets engineered for durability, comfort, and protection. For instance, the Ranger Lined Shorts feature a padded chamois liner for extended saddle comfort, combined with abrasion-resistant fabrics and adjustable waistbands suitable for trail conditions. Similarly, Flexair jerseys incorporate moisture-wicking TruDri technology and strategic ventilation panels to manage heat during intense downhill descents, ensuring a snug yet non-restrictive fit that minimizes drag. Helmets like the Speedframe model, tailored for trail riding, provide extensive ventilation through 23 Big Bore vents and MIPS technology for rotational impact protection, while the Rampage series offers full-face coverage for downhill demands. Beyond performance gear, Fox Racing produces casual apparel that appeals to lifestyle consumers, featuring the iconic Fox Head logo across hoodies, t-shirts, and hats. These items, such as the Defend hoodie and classic snapback hats, blend everyday wearability with the brand's rugged aesthetic, using soft cotton blends and embroidered details for versatility off the bike. Originating from its motocross roots, this apparel line extends the brand's influence into broader active lifestyles. In the 2000s, Fox Racing expanded its offerings to include dedicated women's and youth sizing, broadening market accessibility with tailored fits for diverse riders. Women's collections now feature scaled-down versions of MTB gear, such as the Flexair TS57 jersey, while youth lines provide proportional helmets and jerseys like the Ranger Fox Head for young trail enthusiasts. This growth has been supported by comprehensive size charts ensuring proper fit across demographics. Fox Racing has pursued collaborations with bicycle brands to create co-branded gear, enhancing its MTB portfolio with limited-edition trail kits. Notable partnerships include the Fox x Trek collection, which refines the Ranger apparel line with Trek-inspired designs for trail performance, and the Santa Cruz Syndicate series offering exclusive jerseys, shorts, and gloves optimized for enduro and downhill. These efforts highlight Fox's commitment to innovative, brand-synergistic products.

Innovations and Technologies

Fox Racing has developed several proprietary technologies to enhance performance, comfort, and safety in its motocross and mountain biking gear. One key innovation is the TruDri fabric, a moisture-wicking material designed to manage sweat by drawing it away from the body during intense rides, keeping riders dry and comfortable. This fabric is integrated into jerseys and apparel, often combined with jacquard ventilation panels for improved airflow. In helmet design, Fox Racing incorporates impact-resistant padding systems that meet rigorous safety standards, such as ASTM F1952 for downhill mountain biking certification. These helmets feature multi-density EPS foam liners and MIPS technology to reduce rotational forces during impacts, with antimicrobial liners like XT2 that manage odor and wick moisture. Fox Racing holds numerous patents related to protective gear, including helmet venting systems and molded components for better integration. The iconic Fox Head design, first drawn in 1975 and protected as a trademark, became a hallmark of its identity and remains in use, with an evolved version introduced for the brand's 50th anniversary in 2024. Antimicrobial treatments, such as those in padding and liners, were advanced in the 2010s to inhibit bacterial growth and extend product lifespan. In line with sustainability efforts, Fox Racing has incorporated recycled polyester into many products since the 2020s, with full garments like the Ranger jersey constructed entirely from recycled materials to reduce environmental impact. This approach aligns with broader corporate responsibility initiatives, including supply chain audits.

Corporate Information

Ownership and Acquisitions

Fox Racing was founded in 1974 by Geoff Fox as a distributor and manufacturer of motocross parts and apparel, initially operating as a family-owned business based in California. The company remained under the control of Geoff Fox and his family, including his sons who joined the operations, throughout the 2000s, growing it into a prominent brand in action sports while maintaining private ownership. In December 2014, Altamont Capital Partners led a majority recapitalization of Fox Head, Inc., the parent company of Fox Racing, marking the transition from full family ownership to private equity investment and providing capital for expansion in motocross, mountain biking, and apparel segments. Under Altamont's stewardship, Fox Racing achieved significant revenue growth, reaching projected sales of approximately $350 million by 2022. In July 2022, Altamont Capital Partners agreed to sell Fox Racing to Vista Outdoor, Inc., for $540 million, with an additional potential $50 million earnout based on post-closing performance; the acquisition closed on August 8, 2022. This move integrated Fox Racing into Vista Outdoor's outdoor products portfolio, rebranded as Revelyst in October 2023, enabling synergies such as expanded distribution channels and complementary offerings with brands like Bell Helmets. The strategic rationale emphasized leveraging Vista's established retail networks and shared expertise in protective gear to enhance Fox Racing's global market position. On January 3, 2025, Revelyst, including Fox Racing, was acquired by funds managed by Strategic Value Partners, LLC, in an all-cash transaction valued at $1.125 billion, taking the company private and positioning it for further growth in the outdoor performance sector. As of November 2025, Revelyst, including Fox Racing, remains under the ownership of funds managed by Strategic Value Partners, with no major structural changes announced.

Operations and Global Presence

Fox Racing maintains its global corporate headquarters in Irvine, California, at 16752 Armstrong Ave., where key operations including product design, research and development, and testing labs are centralized. The facility supports innovation in motocross and mountain biking gear through dedicated spaces for prototyping and performance evaluation, such as helmet testing labs. Manufacturing is primarily outsourced to facilities in Asia, including production sites in China, Vietnam, and Bangladesh, to leverage cost efficiencies while adhering to international labor standards. The company has established a robust global distribution network, with products available in over 50 countries across six continents. Key markets include North America, where the U.S. serves as the primary hub; Europe, with strongholds in countries like the UK, Germany, France, and Spain; and Australia, supported by dedicated distributors. This international footprint is facilitated through a network of authorized dealers and regional offices, ensuring efficient market penetration for both motocross and mountain biking segments. Fox Racing's supply chain management emphasizes strategic partnerships with textile suppliers and logistics providers to maintain quality and responsiveness. The company conducts regular audits of factories and subcontractors in Asia and other regions to enforce fair labor practices, safety protocols, and environmental compliance, while implementing tools like vendor codes of conduct for just-in-time inventory processes. These efforts help optimize global logistics and reduce lead times for apparel and gear distribution. With approximately 500 employees worldwide, Fox Racing structures its workforce to prioritize expertise in design and marketing, alongside operations and sales roles. The Irvine headquarters houses core design teams focused on apparel and protective gear innovation, while marketing professionals drive global brand campaigns; additional staff are distributed across international offices in locations like Calgary, Canada, and Barcelona, Spain. This employee composition supports the company's emphasis on performance-driven product development and athlete endorsements.

Sponsorships and Racing Involvement

Fox Racing has maintained long-term sponsorship deals with prominent motocross riders, including a notable partnership with Ricky Carmichael during the 1990s and 2000s, where the company hosted a dedicated championship dinner for him and his Team Makita Suzuki in 2006 to celebrate his successes. More recently, Fox signed rising star Haiden Deegan to a head-to-toe gear deal in 2025, supporting his transition to the premier class in the AMA Supercross and Pro Motocross championships. These endorsements highlight Fox's strategy of aligning with elite talent to enhance brand visibility in the sport. The company partners with several factory motocross teams, providing official gear and support for competitive efforts. In 2016, Fox announced a sponsorship of the Monster Energy Pro Circuit Kawasaki team, equipping riders and mechanics with industry-leading apparel and boots to elevate performance in AMA Supercross and Motocross events. Internationally, Fox extended its partnership with Team HRC in the FIM Motocross World Championship, supplying racewear to riders like Tim Gajser for ongoing MXGP campaigns. Additionally, in 2019, Fox welcomed the MX2 Rockstar Energy Husqvarna Factory Racing team, outfitting them ahead of the FIM Motocross World Championship season opener. These team collaborations ensure Fox's presence across major series, including AMA Supercross and the World Motocross Championship, since the 1980s through consistent rider and squad support. Fox leverages athlete endorsements to promote product sales, often creating custom liveries and gear sets tailored to sponsored riders' styles and race aesthetics. For instance, the company developed personalized Inked design versions for Ryan Dungey's gear, blending signature patterns with performance features to appeal to fans and consumers. This approach extends to marketing campaigns that replicate iconic rider kits, driving demand by associating the brand with championship-level racing. In mountain biking, Fox has expanded its sponsorships to include gravity disciplines, supporting riders competing in the UCI Mountain Bike World Cup series. New Zealand downhill specialist Kade Edwards joined the Fox team in 2024, wearing the brand's apparel during international World Cup rounds and contributing to its presence in elite enduro and downhill events. The company also engages with high-profile freeride competitions, such as providing custom threads for top athletes at Red Bull Rampage, where riders showcase Fox gear during the event's extreme lines and jumps. These MTB initiatives parallel Fox's motocross efforts, using endorsements to bridge off-road disciplines and attract a broader audience of action sports enthusiasts.

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