WHAT IS SHIFT MX?

Shift is a motocross apparel brand created in 1997. It's original reason for being was to be a brand for the consumer that was not mainstream. They were anti-establishment, punk rock loving, party animals. Over the years the brand has evolved and trends have changed, but the spirit remains the same. Shift continues to this day to seek a different approach to the sport of motocross. "Without Boundaries" was the tagline created the previous season. We wanted to really explore what that actually meant and not just use it without the visuals to support it. At the time of this project, the budget and staff for Shift had been completely decimated. We had to leverage the athletes we had, create compelling marketing content to support our activations throughout the year, with minimal support. This is a project that was shot in one day in the streets of Valparaiso. No permits, no permission, all in the spirit of Shift.

 VIDEO

Video was the driving force for the season. To date it has garnered over 1.75mil views on youtube. Shot and filmed like a true skate edit, by skateboarders.

 CATALOG

The catalog accounts for 90% of the sales in a given year. It is paramount that we put our best foot forward when selling in our product to our dealers.

 WEBSITE

We reskinned the website for the launch and created a lookbook style landing page that showcased all of the key imagery for the season.

 MEDIA INTRO

Unveiling this to the public had to be done in the right setting. This was unlike anything that had been done in moto at the time. The usual dog and pony show at the local track just wasn't going to fit the vibe of what we were presenting that year. For the launch, we rented out an old auto shop in downtown L.A. and threw a launch party. Gritty photography on the walls resembling an art gallery, rowdy indoor/outdoor pitbike races, beers and good times.