SHIFT MX • Product Launch Campaign
Bloodline Limited Edition Release
A highly conceptual, visually-driven product launch featuring the all-red "Bloodline" kit
Project Overview
The Bloodline Limited Edition Release was a creative moto launch that brought together three of the sport's most compelling athletes—Jett Lawrence, Josh Hansen, and Wyatt Thurman—for a highly conceptual and visually focused product campaign centered around the all-red "Bloodline" kit.
Working with the internal Fox Racing team, we developed a campaign that pushed the boundaries of traditional motocross marketing. The "Bloodline" concept represented more than just a colorway—it symbolized the lineage of champions, the passion that runs through the sport, and the connection between generations of riders.
Every element of the campaign was designed to create maximum visual impact, from the dramatic photography to the carefully choreographed video content. The result was a product launch that generated unprecedented buzz and demand within the motocross community.
Brand
SHIFT MX
Category
Product Launch, Creative Direction
Athletes
Jett Lawrence, Josh Hansen, Wyatt Thurman
Product
Bloodline Limited Edition Kit
Services
The Athletes
Three generations of motocross talent united under the Bloodline banner
Jett Lawrence
Pro Supercross and Motocross Champion
Josh Hansen
Supercross Legend and Ambassador
Wyatt Thurman
Amateur Champion and Rising Star
The Concept
Visual Identity
The all-red "Bloodline" colorway was designed to make a bold statement on and off the track. Red represents passion, power, and the racing heritage that connects every rider who has ever thrown a leg over a bike. The monochromatic approach created instant visual recognition and set the kit apart from anything else in the market.
Generational Connection
By bringing together Jett Lawrence (the future), Josh Hansen (the legend), and Wyatt Thurman (the rising star), we created a narrative that spoke to the continuity of the sport. The "Bloodline" concept emphasized that greatness is passed down, learned, and earned through dedication to the craft.
Conceptual Photography
Every shot was meticulously planned to maximize the visual impact of the red gear against dramatic backdrops. We utilized high-contrast lighting, dust particles, and motion blur to create images that felt both timeless and cutting-edge.
Limited Edition Strategy
The limited availability created urgency and exclusivity, driving pre-orders and generating significant buzz across social media and moto publications. Fans knew this was a one-time opportunity to own a piece of motocross history.
Campaign Video
Watch the Bloodline Limited Edition campaign come to life
Campaign Results
A launch that exceeded expectations and set new benchmarks for product campaigns
50K
Pre-orders
120+
Media Coverage
5.2M
Video Views
Social Media Impact
The campaign generated massive organic engagement across Instagram, YouTube, and TikTok. Athletes' personal channels amplified the reach, with fans sharing and creating their own content around the Bloodline release.
Industry Recognition
Major motocross publications and lifestyle media covered the launch extensively. The conceptual approach was praised for elevating product marketing within the action sports industry.
Campaign Gallery
Visual highlights from the Bloodline Limited Edition campaign
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