Value proposition

Inspiring a new generation of athletes and asking the original tag line, “How much effort do you give?"​

The 100% brand has always been synonymous with motocross Americana and has been linked to many iconic moments that have built the roots and history of what is modern motocross.

Today, as the brand's awareness grows again in Motocross, on Downhill slopes, and BMX tracks, 100% is inspiring a whole new generation of racers and asking them the original tag line, "How much effort do you give?"​

Based in San Diego, California, 100% produces a collection of premium goggles, eyewear, helmets, gloves, and sportswear that is designed specifically for today's demanding racer.

100%. The Spirit Of Racing.

Goggles, Helmet, Gloves, Eyewear, Sportswear, and Sunglasses