Motocross Beginnings in the 1980s
The story of 100% began in the early 1980s. The bold red, white and black logo was first seen on factory motocross gear, worn by some of the sport’s biggest names. From those early days, 100% branded itself with intensity, style and performance.
Evolving with the Sport
As motocross, BMX and downhill riding gained popularity, 100% evolved right alongside them. Their gear moved from race pits into rider wardrobes. Jerseys, gloves, goggles and hard parts followed, all designed to meet the demands of aggressive riding with flair and functionality.
Brand Identity and Rider Culture
100% built its identity around the question “How much effort do you give?” That phrase reflects the brand’s commitment to pushing limits not just in product design, but in rider mindset. The bold visual style and aggressive designs make 100% gear instantly recognisable in any paddock or trail.
Reaching New Disciplines
While motocross remains a core, 100% expanded into other action and cycling sports. Their presence now spans downhill, enduro, BMX and general mountain biking. The brand kept its core values but diversified to meet the needs of various rider communities.
Today’s 100%
Now, 100% continues to inspire a new generation of racers and enthusiasts. Its gear is trusted by pro athletes and weekend warriors alike. The brand maintains a reputation for high performance, bold graphics and a spirit that asks every rider to bring their best.
Explore the 100% collection today and ride with gear born from racing heart and rider performance.