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What makes you say that?
FOX has been making MTB product since the 90’s. It’s nothing new.
They put more effort into that segment. And the MTB design philosophy has definitely trickled down to the Moto segment.
Whilst I agree that MTB is certainly the fastest growing. I can’t agree that that more effort is directly focused on the MTB apparel and protection. Nor is the design of moto gear evolved from MTB product as a one way street.
The biggest FOX MTB product in semi-recent years to come to market was the Rampage Pro Carbon. Which was directly influenced by the V3, and V4 carbon MX helmet research and design.
The company has the experience, pedigree and longevity in MX, and the MTB line is essentially marketed as ‘Moto’ inspired. Just because MX started using technical fabrics and athletic fit isn’t solely because of MTB. It’s just a natural performance progression across all sports. Both channels benefit each other from a design and testing perspective.
The main thing is Moto is still the largest in both sales and marketing budget.
As for why Shift has gone quiet. The same question is asked every few years. Even with some stock in warehouses it had all but died out until the resurrection during the Chad Reed days. Then a few years again when it was Ken’s turn to relaunch it.
You could pick a few reasons why it’s quiet again; but you could ask how a brick and mortar dealer can afford store space for both brands and on monthly invoicing terms.
Or you can look in house to see extra design/sales and marketing teams required. Outside sales reps having to manage both lines. How easy is that to run and budget for? Or look at manufacturing facilities, it’s all dilution of the main brand.
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