Fishing For More: Malcolm Stewart Expands 1

The lights inside the Orange County Convention Center flickered to life on the morning of July 09, casting a spotlight on a mysterious figure – something unlike anything the 626 exhibitors had intended to unveil. Among the crowd of 14,000 passionate fishing enthusiasts, curiosity surged as eyes turned toward the striking object that stood tall.

The 61st edition of ICAST (International Convention of Allied Sportfishing Trades) had been chosen as the stage for this historic launch, marking a first for the show. Among rods, reels and tackle boxes rolled the unmistakable silhouette of Malcolm Stewart's FC 450, drawing attention to FXR's booth. Yes, that FXR – the same brand that's earned 250SMX trophies with Jordon Smith and Mikkel Haarup.

FXR's a relative newcomer in the fishing space but has already made waves via title sponsorship of the renowned Bassmaster Elite and now a deal with Malcolm Stewart that leans on his gravitas in off-road. "Malcolm's not just one of the most exciting racers in the sport – he is also a die-hard angler," FXR's CEO, Brian Danielson, said. "That made the partnership a no-brainer. He lives both sides of the FXR brand, and we are so proud to have him repping us across two worlds."

At first glance, FXR's leap into the fishing world might seem like a drastic departure from its roots in snow and moto. The brand's northern customer base, long reliant on FXR's winterwear, turns to the lakes in summer, creating a clear opportunity to upsell to the same consumer year-round. Stewart's involvement forms a bridge connecting FXR's fast-growing off-road audience – a sector that has become an increasingly valuable part of the company's portfolio – to the fishing world too.

Stewart occupies a unique role as motocross' most flamboyant athlete – his influence extends well beyond results and settles in the water. Whilst racing is his profession, fishing has long been his true passion. That was apparent as early as season one of Bubba's World in 2010. "Fishing was my first choice above motorcycles," he said with bravado. "I actually saw FXR at ICAST a couple of years ago. I was like, 'Is that the FXR?' I went over to see and saw some resemblance to their off-road gear. 

"I looked at Roger Larsen and said, 'We have to make a phone call to these guys to see what is up.' The attraction was immediate. I just wanted to make it work; fishing and motocross is my life. It's all that I do and know. It felt like the sky was the limit after that initial conversation." There are countless examples of the possibilities being endless in sport's marketing, especially untapped markets like off-road. There is an opportunity to exploit grander ideas – blazing a trail akin to what Michael Jordan did with Nike – in a crowded world full of vlogs.

Insular brand partnerships exist; Jett Lawrence and Haiden Deegan have signature Alpinestars helmets, Hunter Lawrence has a signature goggle, Cooper Webb had a replica helmet with Bell and a handful of riders are now selling their jerseys in partnership with SMX. There are no examples of a motocross star launching into a new discipline like this – the industry should therefore stand with attention as this partnership evolves and adapts.

How important is it for Malcolm to embark on such an adventure? "I think it's cool. I mean, I would love to be a charter captain one day. Passion can drive a company far and we share that. I think athletes are more successful in these endeavors when they stem from natural enthusiasm, and I will fish regardless. FXR has the tools for me to utilize in order to grow the company and that was why I felt comfortable jumping into the water, so to speak, because the circle makes sense."

Stepping out of that comfort zone of a niche sport and into an all-new arena was a daunting experience, especially when preparing to launch on a stage like ICAST with thousands of established professionals nestled into corners of the facility. What occurred soared in the face of that anxiety; the fans reacted, Malcolm's personality resonated and the launch stole the show. "Initially, I felt very out of place," he reflected. "That didn't last too long though. It was very humbling."

"It would be nice to have a Michael Jordan situation," he laughed pondering the future of his fishing line. If FXR and Stewart can prove that there is space for this crossover between high-speed action and calm, glassy water, it could open the door for those in SMX to rethink where their influence starts and ends.