Slaw Dog
Jeff Emig and Shift, owned by Fox Racing, have been synonymous in this sport for over 25 years.
That partnership is now ending, according to a post on Emig’s IG.
It’s hard to fathom a gear brand and rider more intwined with each other.
In a 2011 interview with ESPN, Emig offered the following on his start with the brand:
“It [Shift] was the bastard child that was born out of a disagreement between Greg and Pete Fox back in ’95-’96, regarding what the future of motocross gear would be. Greg felt that the baggy-pants freestyle movement was going to be really popular and Pete felt that — especially for racing — the traditional-style pant and jersey combo was where it was going to stay.
“So, they decided to form a brand together that would have the freedom to follow the trend that was happening with the freeride movement and see where it would go. Shift launched with just two riders, Seth Enslow and myself, who were both really coming into our own with our careers.”
Check out Emig’s full tribute below:
