Fox Racing • Brand Strategy, Event Marketing, Digital Marketing
Product Launch Campaign
Launching the Moto-X Lab concept with Ken Roczen and Shift MX gear
Project Overview
Launched the new "Moto-X Lab" concept within Fox Racing—the place for all highly technical product along with initiatives that pushed moto outside of the industry. By moving Ken Roczen into Shift MX gear under the umbrella of the Moto-X Lab, we were encouraging experimentation, risk, and next level product to hit the market.
The new gearset that coincided with the launch sold out almost immediately and it was famously worn at A1 as elite rider KR94 won the first event convincingly. This campaign represented a pivotal moment for the brand, combining athlete star power with innovative product positioning.
I worked with the internal team to produce one of the most impactful Fox Racing photoshoots in history, utilizing outside contractors for video, photo, grip, athlete managers, and more. Coordinated a full-scale launch party for 200+ people including both media and influencers, creating a huge buzz within the industry as well as externally with partners like Hypebeast and more.
Client
Fox Racing
Category
Brand Strategy, Event Marketing, Digital Marketing
Athlete
Ken Roczen (KR94)
Product Line
Shift MX Gear / Moto-X Lab
Services
Campaign Video
The launch video that introduced Ken Roczen in Shift MX gear under the Moto-X Lab banner
The Strategy
Moto-X Lab Concept Launch
Created and launched the "Moto-X Lab" as Fox Racing's home for highly technical product and boundary-pushing initiatives. This new brand pillar positioned Fox as an innovator willing to take risks and push the sport forward beyond traditional industry boundaries.
Athlete Partnership Strategy
Strategically moved elite rider Ken Roczen (KR94) into Shift MX gear under the Moto-X Lab umbrella. This bold move signaled to the market that experimentation and next-level product development were at the core of the brand's future direction.
Large-Scale Production
Coordinated one of the largest photoshoots in Fox Racing history, bringing together outside contractors for video, photography, grip work, and athlete management. The scale of production matched the significance of the launch moment.
Industry & Cultural Buzz
Executed a full-scale launch party for 200+ attendees including media and influencers. Extended reach beyond the moto industry through partnerships with cultural outlets like Hypebeast, positioning the launch as a crossover moment.
Campaign Impact
A launch that delivered immediate results and lasting brand momentum
Sold Out
Gearset Launch
A1 Win
KR94 Victory
200+
Launch Party Guests
Hypebeast
Media Coverage
Key Highlights
Event Gallery
Behind the scenes and key moments from the Moto-X Lab launch
Ready to Launch Your Next Big Moment?
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