Shift Racing hosts media for launch of 2011 gear

Publish Date: 
Dec 17, 2010
By Arlo Redwine

Expect an uptick in media coverage regarding Shift Racing’s 2011 gear. This company hosted about 40 journalists this past week at its office in Irvine, Calif., for a party celebrating the release.

The lobby was decked out with the gear, as well as with Josh Herrin’s Yamaha R6, a couple of Jesse Rooke’s customs, Chris “Teach” McNeal’s BMW S1000RR and Henry Wiles’ Harley Flat Track racer. The men themselves were also on hand.

Attendees were treated to an open bar, BBQ, and an opportunity to ride minibikes (as long as they skipped the bar). The Shift/Fox Racing building is smack-dab in the middle of an industrial complex, but the company still has an amazing mini-moto track in its backyard.

Click here to view a gallery of photos from the event.

The majority of the 2011 gear is already in dealerships, though a couple of styles will be begin showing up in February. Director of sales Brett Nichols told us that Shift had restyled 30 percent to 40 percent of its entire line. Any items retailing for $200 or less are restyled annually, while the top-of-the-line stuff gets reworked every three or four years.

One new style expected to sell well is the black/yellow graphic for the Avenger textile jacket ($199.95 retail).

Shift Racing has been making street apparel now for five years. Nichols said that the company was so serious when it started that it took all its sales reps — hitherto hawkers of only off-road gear — to Northern California’s Thunderhill Raceway to throw their legs over some small racebikes.