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fox racing

Athletic Bike Gear for Men and Women
Fox Racing is known internationally for their motocross gear catering to a seriously ‘tough dude’ customer.

This well-established brand had a clear and successful vision for their men’s line, but was understandably hesitant to launch into the women’s market. I spent time helping their design team understand this new customer and her specific needs, translating those insights into a bike line of shorts, jerseys and gloves that Fox could get behind – and women riders could get into.
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