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Lots of key, long-time employees who had a hand in the huge growth in the 00's are gone. IMO the marketing, creativity and strive to always evolve and push limits made them what they are.
I scratch my head at a few design choices, but the OGs have laid the groundwork. You put that logo on dog shit and people will love it.
However.....
They are letting the door open for other brands to come and swoop in that market share these days.
The Shop
IMO they got big in the 90's when internet was not a big thing yet and less media was available. So the focus of target audience was centralized, if you made it to the mainstream media then you became famous. Same sittuation with stores, VHS tapes and video games. Less option meant more attention.
This is the same reason why we had less celebrities in the past, and the big names were really big (Michael Jackson, Madonna, Marlon Brando, etc.). Try to become a legend these days... good luck with that. Anyone can have a youtube channel, news website, DVD, newspaper and you can become famous easily, but you won't be remembered in 5 years.
Just my 2 cents.
I also like how fox isn’t afraid to make a limited set of gear, every year. JT has mentioned on pulp
How expensive and how much pre planning it takes to do it once let alone every year.
Even before famous, they were easily identifiable and clean.
And in regards to the topic on hand, I was a 12 year old kid (1981) and was at a local track (Brown City, MI) and a track vendor had stickers for sale. When I saw the logo I was hooked! Really cool sticker AND motocross? I loved it and had to buy some for my bike. As the years went on it was the only stuff I’d buy, loved the looks and I felt “factory”...lol...still rode like a squid but, I looked cool.
In my adult years I began noticing so many non-riders wearing it. So many times I would see someone with a Fox hat/jersey and I ask them a moto related question and the answer would be a blank stare. That’s when I started moving away from them and began buying Fly and MSR.
I still like the gear, still love the logo and I do like many of the current designs. Love the retro stuff.
Pit Row
I heard rumblings through ex-Fox employees that the crazy new office put unnecessary pressure on the business.
The early Fox Orange/Yellow/Red combo is iconic to the brand
JT's Dog Bonz
MC's Red/Black 1-800-COLLECT from Fox
Just a couple examples
But, I hear Pete’s launching his own label.
In the meantime and for the last...what...7-8 years? I wear gear that has the name of a guy that rides dirt bikes and is one helluva a Sign-Painter on my sleeves. He makes awesome gear and really nice helmets, too.
Like I was sayin’...
His business card says, “sign painter” and he rides dirt-bkes. Just like the Fox brothers did...40 years...ago.
While we’re here, best of luck and an Old School “Get It!” to Pete in his latest adventure back in to This Shit!
Fox appealed to women instead of using women in their ads.
Fox also took out full page color adds when much of the competition was in B/W.
So now my dad, mom and me as a kid all wanted Fox.
Post a reply to: What is it about FOX that makes them the Biggest brand in moto?