Fox Racing
Evolving an Icon
Fox Racing came to us in the midst of a massive reset. Looking to return from its more recent mall-brand past to the game-changing, mold-breaking, earth-shaking roots at its core. This shift was happening right along-side a massive generational influx of new riders in the MTB space. The new crowd was getting more aggressive, throwing down harder, and needing their equipment to keep up with the evolution. Fox tasked us with taking a seismic leap forward with their standard bearing helmet, the Speedframe, integrating brand new safety technology, increasing functionality, and nailing that head of the pack Fox aesthetic. What resulted was a line of helmets that snagged the top 2 spots in Virginia Tech’s safety rating, connected with 3 levels of Fox riders, and reestablished Fox’s command at the forefront.
Product Strategy
Industrial Design
Design Language
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
What makes a Speedframe a Speedframe? The best forms of innovation often come within strict boundaries, and our boundaries were to make sure this was immediately identifiable as the one and only Speedframe.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
Shaving grams was critical to delivering a high-performance, lightweight helmet. We refined the shape from every angle, significantly reducing weight from the previous model. At the same time, we were introducing the category-first Mips Integra Split system—pushing us to rethink how to integrate advanced protection without compromising fit or comfort.
