Motorcycle racing historians generally agree it was during the 1970s that motocross attire began making fashion statements off the track, too. Apparel originally intended to protect the rider in a crash or from “roosts” also could be made to look trendy. Soon enough, brand and style of riding gear also determined how racers were perceived by the fans in the stands.
In his excellent book, Motocross: The Golden Era, author David Dewhurst points out that among the first MX participants to recognize the importance of eye-catching rider apparel were the Fox brothers, Geoff and Bob. As their motocross performance products business grew, they realized that, with little effort, they could dress up their apparel line featured in their catalog alongside less glamorous items such as air shocks and such. You know, the stuff that actually helps win races. But as Dewhurst wrote, “The unmistakable Fox logo and orange-and-yellow color scheme helped turn Fox into one of the world’s largest sports clothing brands.”
Soon enough, the intriguing and familiar Fox logo was seen in boutiques and trendy clothing outlets that catered to people who knew little about motocross racing. They did, however, understand that the lazy-eyed fox logo on t-shirts and jerseys looked… cool.
Almost overnight, a subculture was born, mixing motocross with trendy fashion. Within a few years, names like JT, O’Neal, Sinisalo, Answer, Scott, and later Moose, MSR, Thor, plus many more, became popular. Those same companies began contracting big-name riders to wear their gear on the track. Young racers began earning four-, even five-figure salaries just to be seen wearing a maker’s garb.
Many of the racers knew what they wanted in riding gear, too. For instance, David Bailey, contracted to JT, insisted on including his input during a product’s development. For example, the color scheme used on his race pants for 1983 was put into production and sold very well. Even more telling, when JT developed a chest protector, much of its design was swayed by Bailey’s suggestions for comfort and safety.
There was sometimes conflict between race team sponsors and race promoting sponsors, too. JT wanted their riders (and fans) to wear hats with only JT embroidered on them. Supercross series sponsor Wrangler had its own thoughts, which included only the Wrangler logo on hats presented in victory circle.
Bigger yet, once the factory race teams realized there was money to be made in apparel, they hopped on the bandwagon. As one insider told me in 1983, “Honda’s team riders ‘went to war’ with Honda.” Apparently, American Honda wanted riders to wear Hondaline apparel. The riders wanted to wear their apparel sponsor’s gear. Team rider Bob Hannah in particular had his own Hannah Racing products on the chopping board. The riders prevailed, but the clash was a portent of things to come.
Meanwhile, Yamaha International, the U.S. distributor, was prepping for the new season. The late Ken Clark, then Yamaha’s director of racing, told me there was a conflict of interest with team riders because Yamaha wanted its own attire to be worn. Here’s a recap of what Clark told me:
Rider: “How much are you going to pay me to wear this [Yamaha] jersey?”
Clark: “Nothing.”
Rider: “But O’Neal pays me to wear their gear.”
Clark: “Then ride O’Neal’s bike.”
Rider: “But O’Neal doesn’t have a bike.”
Clark: “You’re catching on.”
