1974, Geoff Fox launches Moto - X Fox, a distribution and manufacturing hub of high end motocross parts. The desire to produce high end components took them to the race track, where their privately owned team very quickly placed highly, only bested by the full factory Japanese squads. What the factory teams didn't have were the awesome, handmade, bright red, yellow and orange race kits that were both cool to wear but also functional in way that hadn't been seen before.
These kits quickly became the in demand product from the Fox Shop and it led to the company re-organised with Geoff's brother Bob founding Fox Racing Shox as a separate program, taking the tail of the branding while Geoff kept the Fox's head. Moto-X Fox, now known as Fox Head, has become the worlds leading apparel brand, not just in Motocross but now in a range of disciplines, particularly mountain bike.
FOX MTB | FALL 2020
We've been running Fox Head Apparel for years, even before we partnered with the brand because it's the best kit out there, period. The level of detail in product design is outstanding from helmets with the latest technologies such as Fi (Fluid Inside) to class leading innovations in fabrics such as Kevlar integration, Fox Head doesn't follow trends, they make them.
There is an answer in their product line for every need we have and even answers to problems we didn't think existed until we zipped it on! Kit such as the Defend winter line up which is an absolute game changer in the cold and wet winter months. Whether we are riding for ourselves, researching and guiding. Being able to trust in the products we use is absolutely paramount and whatever the need, the season or the problem, Fox Head have it covered.
Atlas Ride Co x Fox Racing
We are proud to rep the Fox Racing gear, on and off the bike and are stoked to be able to offer a full range of helmets and protective equipment with our hire and demo bike programs.
In addition to this we've also teamed up with Fox to offer an exclusive Atlas Ride Co #ONEPEDALAHEAD jersey based on their Defend line. Hard wearing, stylish and comfy this is a must for any super fan!