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Moto-X Lab | Original Future Premiere

Moto-X Lab | Original Future Premiere

Wednesday, January 4th, Fox invited the media, industry friends, and employees to join us as we unveiled some very exciting news. Shift announced the global release of their new 3LUE LABEL jersey and pant, to be debuted on January 7th at Anaheim Stadium by multi time 450 Outdoor Champion, 250 SX Champion and MX2 World Champion Ken Roczen. The all new 3LUE Label radically pushes the boundaries of performance and comfort, while emerging as the world's most advanced racewear. Four years of development and testing have culminated in unmatched benefits across weight, fit, durability and moisture management. 



EMPLOYEE MOTO-X LAB FACT SHEET

  • Moto X LAB is the “idea engine” for new products and ideas.
    - LAB IS THE CREATIVE ENGINE THAT DRIVES INNOVATION ACROSS BOTH PERFORMANCE AND CULTURAL SPECTRUMS, MARRYING THE TWO THROUGH BIG IDEAS THAT LINK PRODUCTS, ATHLETES, AND CULTURE WITH FRESH PERSPECTIVES.

  • Products adorned with the LAB moniker were created with a special amount of thought and ingenuity…the LAB logo means theses products stand out as special.
    - Lab represents ideas that developed outside the normal constraints of the day to day, through experimental processes, and focused on thinking beyond the dimensions of “now.”

  • The Moto X LAB, as an idea engine, is meant to serve both the FOX and SHIFT brands, the ideas that are spawned in the LAB do not have boundaries.
    - FOX IS THE GLOBAL LEADER IN MX & MTB PERFORMANCE PRODUCTS. THE BRAND PUSHES THE MARKET THROUGH INNOVATION, DESIGN, AND A COMMITMENT TO BEING THE BEST. LAB IS THE ENGINE THAT DRIVES PERFORMANCE INNOVATION BY CONTINUALLY RESETTING THE BAR THROUGH THE EXECUTION OF BIG IDEAS.
    - SHIFT IS A CREATIVE CULTURAL GRENADE THAT LEADS BY TAKING RISKS. THE BRAND SPEAKS TO INDIVIDUALISM AND CREATIVE CULTURE. LAB IS THE CATALYST FOR PUSHING CREATIVE CULTURE WITHIN MOTO BY DRIVING NEW EXPRESSIONS WITHIN THE SPORT.

  • Original Future is the tagline for LAB. It is a nod to our past and our future.
    - OUR ENTIRE SPORT IS ROOTED IN STYLE, PERSONALITY, INNOVATION AND EXPERIMENTATION. THIS IS OUR ORIGINAL FUTURE. THIS IS MOTO-X LAB. THIS IS THE ELEVATION OF PERFORMANCE AND CREATIVITY THAT WILL RETURN OUR SPORT TO BIGGER LEAPS IN INNOVATION AND A LARGER IMPACT ON ON BOTH FRONTS; PERFORMANCE AND CULTURE.

  • Ken Roczen is the first LAB athlete, meaning he will bring all new LAB products to market after testing and developing the products with our team.
    - KEN WILL BE DEBUTING AND WEARING THE SHIFT 3LUE LABEL GEAR FOR THE 2017 SEASON (ALONG WITH FOX V3 HELMET AND INSTINCT BOOTS). HE WILL BRING NEW LAB PRODUCTS TO MARKET ACROSS BOTH BRANDS AS THEY ARE DEVELOPED.

  • 3LUE Label is being released in extremely limited quantities – only 300 globally per colorway.

For more information, go to: https://www.shiftmx.com/us/blue-label/

Follow us at: https://www.instagram.com/motoxlab/

Photos: Gordon Dooley

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