FOX states that its headquarters are in Irvine, California, with additional international operations including offices in Morgan Hill, California; Calgary, Canada; and Barcelona, Spain.

The story of FOX begins with Geoff Fox, who had a background in physics and had worked at the California motorcycle dealership Grand Prix Cycles.4

In 1974, Fox founded Moto-X Fox, initially operating as a small distribution business for European motocross motorcycle parts and accessories. The company was based in Campbell, California.5 The early business was not primarily a clothing company; Fox initially focused on high-performance mechanical components, particularly products intended to give motocross racers a competitive advantage. Within roughly two years, Moto-X Fox was manufacturing high-performance suspension and engine components for racers.

This technical background became important to FOX’s identity: the company developed its apparel around the needs of actual racers rather than starting as a conventional fashion label.

One of the most significant moments in FOX’s history occurred in 1977. Geoff Fox wanted to demonstrate that his company’s products could compete against the powerful Japanese factory motocross teams, so he created his own professional racing team, Team Moto-X Fox.6

The team competed against much larger factory-backed organisations and achieved strong results in the AMA 125cc National Championship series. During these races, riders wore highly distinctive red, yellow, and orange racing outfits made by Fox. Fans responded positively to the gear’s appearance and began contacting the company to ask where they could purchase it.7 This demand helped push FOX toward becoming an apparel company. Rather than becoming famous because it designed fashionable motocross clothes, FOX’s racing clothes became fashionable because racers and spectators saw them being used on the track. That athlete-first philosophy remains central to the brand today.

During the late 1970s and 1980s, FOX increasingly concentrated on motocross apparel and equipment. A series of racing successes strengthened the brand’s reputation.

Major early milestones

• 1974: Geoff Fox establishes Moto-X Fox.
• 1977: Team Moto-X Fox is created.
• 1980: FOX rider Mark Barnett wins the company’s first national championship.
• 1982: Brad Lackey wins the World Motocross Championship, becoming an especially important milestone for both FOX and American motocross.
• Over subsequent decades, FOX-sponsored riders accumulated numerous national motocross and Supercross championships.8

The relationship between competition success and product development became one of FOX’s defining characteristics. The company worked closely with professional athletes to develop clothing and equipment capable of surviving the extreme conditions of motocross, including high speeds, crashes, mud, heat, abrasion, and constant physical movement.9

The Fox Head is arguably the most recognisable element of the brand. Instead of relying primarily on a wordmark, FOX built a powerful visual identity around a stylised representation of a fox’s face.

The logo became closely associated with motocross culture and eventually appeared on racing jerseys, pants, helmets, goggles, gloves, boots, bicycles, MTB equipment, hats, T-shirts, hoodies, jackets, and accessories. This allowed FOX to move beyond technical equipment into lifestyle fashion. The logo effectively became a cultural symbol, enabling individuals to wear the Fox Head without necessarily participating in motocross.14

Although motocross remains the foundation of FOX, the company gradually expanded into other action sports. Its product categories now include mountain biking, BMX, and action-sports-inspired lifestyle clothing alongside its original MX business.10

Major areas

Motocross
FOX’s historical core includes race jerseys, race pants, boots, gloves, helmets, goggles, body armour, protective equipment, and casual MX-inspired clothing.

Mountain biking
FOX became a major player in MTB, offering MTB helmets, jerseys, shorts, pants, gloves, shoes, protective equipment, goggles, and technical riding apparel.

BMX
FOX also participates in BMX through riding apparel and protective products.

Lifestyle
The recognisable racing aesthetic was adapted into everyday clothing for men, women, and children. Technical sports equipment and lifestyle fashion reinforce one another within this business model.

Athlete sponsorship has always been fundamental to FOX. Rather than treating professional riders simply as advertising models, FOX has historically used relationships with athletes as part of its product-development process.

Prominent riders associated with FOX over its history include Mark Barnett, Brad Lackey, Rick Johnson, Damon Bradshaw, Jeremy McGrath, Ricky Carmichael, James Stewart, Ryan Dungey, Shaun Palmer, and Stevie Smith. Current historical material also highlights athletes such as Ken Roczen, Courtney Duncan, Mani Lettenbichler, and Jackson Goldstone.11

This has created a feedback loop: professional racing leads to product testing, which drives technological development and consumer products, resulting in a stronger brand identity and further professional racing involvement. This cycle is one of the reasons FOX has remained strongly associated with performance motocross.

FOX’s visual identity is deliberately different from traditional outdoor brands. Its aesthetic historically emphasises aggressive graphics, large logos, bright colours, racing numbers and motifs, technical fabrics, motocross-inspired silhouettes, strong black, white, and neon colour combinations, visible protective equipment, and youthful styling.

The original red, yellow, and orange racing gear is particularly important because it demonstrated that racewear could simultaneously function as technical equipment and as a powerful visual identity. As FOX expanded into lifestyle apparel, it retained much of this visual DNA.

FOX’s modern product range is substantially broader than its original motocross clothing business. The official store currently separates offerings into categories including clothing, moto equipment, MTB equipment, and protective products.12

Motocross

• Jerseys
• Pants
• Boots
• Gloves
• Helmets
• Goggles
• Chest protection
• Knee protection
• Elbow protection
• Neck protection
• Jackets
• Base layers

Mountain biking

• MTB helmets
• MTB jerseys
• Riding shorts
• Riding pants
• Gloves
• Shoes
• Goggles
• Knee pads
• Elbow pads
• Body armour

Clothing

• T-shirts
• Hoodies
• Sweatshirts
• Jackets
• Pants
• Shorts
• Hats
• Casual footwear
• Youth clothing

Accessories

• Bags
• Socks
• Belts
• Wallets
• Stickers
• Small accessories

An important aspect of the company’s history is its relationship with Fox Racing Shox / Fox Factory. The two businesses share historical roots in the original Moto-X Fox operation but became separate entities.

Geoff Fox’s company developed the apparel and action-sports side, while his brother Bob Fox became associated with the suspension business that eventually developed into Fox Factory. Consequently, FOX Racing is primarily associated with apparel, helmets, protective equipment, and action sports, while Fox Factory became known for suspension and performance components.16

FOX’s ownership history has changed significantly over the last decade.

Altamont Capital Partners

In 2014, Fox Head was acquired by private-equity firm Altamont Capital Partners. The Fox family continued to have an important role in the company.13

Vista Outdoor

In 2022, Vista Outdoor acquired Fox Racing. The transaction was announced at approximately $540 million, with additional consideration potentially increasing the final value. Vista’s SEC filings subsequently reported total estimated purchase consideration of approximately $575.5 million. FOX became part of Vista’s outdoor-products portfolio alongside brands such as Bell, Giro, and CamelBak.19

Revelyst

Vista subsequently separated its outdoor-products business into Revelyst. FOX became part of Revelyst’s Adventure Sports portfolio.21

Strategic Value Partners

In January 2025, investment firm Strategic Value Partners completed its acquisition of Revelyst in an all-cash transaction based on an enterprise value of approximately $1.125 billion. FOX therefore became part of the privately held Revelyst group under SVP ownership.18

The simplified ownership lineage is: Geoff Fox → Fox Head → Altamont → Vista Outdoor → Revelyst → Strategic Value Partners. FOX itself, however, remains a distinct consumer brand.

It is important to distinguish FOX Racing from Fox Corporation, as the name “FOX” can refer to unrelated businesses.

Fox Corporation is a completely different company whose businesses include FOX News Media, FOX Sports, Tubi Media Group, FOX Entertainment, and FOX Television Stations.2223 When action-sports enthusiasts refer to “FOX”, they generally mean Fox Racing, not Fox Corporation.

FOX’s identity is defined by several key characteristics:

• The Fox Head: The logo is the central visual symbol and has become strongly associated with action sports.
• Racing heritage: Unlike fashion brands that borrow sporting aesthetics, FOX’s identity originated directly in professional racing.
• Performance engineering: The company’s original business involved mechanical performance components, giving the brand a technical rather than purely fashion-oriented heritage.
• Athlete-driven development: Professional riders have historically played a major role in testing and developing FOX products.
• Youth culture: FOX successfully transformed racing equipment into lifestyle fashion, particularly among younger consumers.
• Global action-sports presence: Although founded in California, FOX has developed international distribution and recognition, particularly across motocross and mountain biking.24

FOX’s significance extends beyond manufacturing motocross clothing. Its broader achievement was helping turn motocross equipment into a recognisable lifestyle and cultural aesthetic. Before brands such as FOX became dominant, racing apparel was primarily functional. FOX demonstrated that racewear could be technical, competitive, visually distinctive, and fashionable simultaneously.

This formula allowed the brand to appeal to three overlapping groups: professional racers, amateur riders, and people who simply appreciate the action-sports aesthetic. The third category is particularly important to FOX’s longevity, as individuals may wear FOX apparel without ever riding a motorcycle.

As of 2026, FOX remains centred on motocross and mountain biking while continuing to sell protective equipment, technical riding gear, and lifestyle apparel. Its official website continues to position the company around MX and MTB products, with clothing and protective equipment forming major parts of the catalogue.15

The brand is currently part of Revelyst’s Adventure Sports ecosystem alongside other major outdoor and action-sports brands. Revelyst itself is now privately owned by funds managed by Strategic Value Partners.17 FOX’s 50-year retrospective frames its modern strategy around maintaining its racing heritage while continuing to develop new technologies and products for the next generation of athletes.20

1. Fox Racing History – About Fox
2. Company Info | Fox Racing – Foxhead.com
3. Fox Racing® USA – Official Site – MX, MTB & Clothing
4. Geoff Fox – Grand Prix Cycles
5. About Us
6. foxhead.com
7. Fox Racing – Foxhead.com
8. ABOUT FOX RACING – Fox Racing South Africa
9. Fox Racing
10. vsto-20240331
11. SEC
12. Fox Corporation – foxcorporation
13. Fox Investor Relations | Fox Corporation
14. The Fox Head Logo: How One Symbol Became the Face of American Motocross — Pemulis Water & Power
15. foxf-20260102
16. FOX FACTORY HOLDING CORP (Form: 10-K, Received: 02/27/2026 06:05:35)
17. fox-20250630
18. foxf-20250103
19. sec.gov
20. Revisiting 50 Iconic FOX Moments
21. sec.gov
22. Establishment of FOX – Fox Corp Investor
23. Fox Corporation Announces First Day as Standalone, Publicly Traded Company; Appointment Of Anne Dias, Chase Carey, Roland A. Hernandez and Paul D. Ryan To The Board Of Directors; and Adoption Of Temporary Stockholder Rights Agreement – Fox Corp Investor
24. SOBRE FOX – Fox Racing Argentina