So, how much effort do you give? It’s the question that 100% has always asked, and is a question that any serious racer will ask themselves, too. The question – that is also the tagline and mantra of the brand – has been asked since the Eighties. That’s when the brand, one that’s always been synonymous with modern motocross, established itself in the sport.
How much effort do you give?
Now, as popular as 100% has become in other sports, its roots are – and always will be – in motocross. Those roots run deep, too, as you’ll see in this edit from the relaunch in 2011. That’s why 100% continues to support moto from the grassroots level in New Zealand, all the way through to the premier class of the Lucas Oil Pro Motocross Championship.
The brand started small, being founded by the late Drew Lien in the early 1980s, producing and selling a product called the “Cable-Erecter” (a small accessory that kept the front brake cable from being caught in the front wheel or fender). When it came time to put a name to the brand, Lien looked at a poster of his buddy, Bob “Hurricane” Hannah, one of the fastest and most popular racers of his era. It was then that Lien asked himself, like most racers still do, “What does it take to win?” His answer? “You’ve got to give 100%, like Bob does.”
Despite the products being used by the likes of Rick Johnson and Johnny O’Mara, it was the logo and brand ideals that took 100% to its lofty heights. That saw the logo being worn as a “badge of honour” by the fastest racers of the era – from Hannah to Johnson and David Bailey – and become the “spirit of racing” in moto.
We are 100%
These days, 100% is known for its range of Accuri, Racecraft and Barstow goggles – not to mention, its range of riding gloves, too – in motocross, worn by some of the world’s fastest motocross racers. Along with the goggles and gloves that are worn by Marvin Musquin, Rhys Carter and Cody Cooper, 100% has also made its mark in other two-wheeled codes. From mountain biking, to BMX, and even road cycling, that badge of honour is seen on some of the world’s best athletes (in the way of goggles, gloves, helmets, performance eyewear and apparel), who still ask that original question: how much effort do you give?
But, for those of a certain generation, 100% will always be pure American Motocross.
Main Photo: Paul Buckley