“I don’t think anybody knows it’s a golden era until it’s over.”
That’s Pete Fox’s take (yes, that Fox) on the motocross apparel greatness of the 1990s and early 2000s. These years were perhaps the height of MX’s popularity, when iconic brands and riders fought to stay ahead and stay relevant in a hypercompetitive environment.
Red Bull’s latest video takes a look at what was happening on the gear side of MX in those years. If you were alive, you remember. AXO, No Fear, JT, Answer, Thor, Shift, Fox, neon, splatter graphics, huge logos... and bikes to match.
If it feels like so much has changed since then, that’s because it has. Some brands survived, many didn’t. Four-strokes took over, MX fell out of the mainstream, and the sport evolved in new ways with a new generation of riders. The “golden era” is not forgotten, though. Just look at the old-school influences creeping into new gear. Seems like a lot of riders want to go back, and I really can’t blame them.