FOX Racing : Archive

Client: FOX Head, Inc.
Role: Art Direction & Design, Photo Art Direction, UX/UI, Image Compositing, Photo Retouching
Collaborators: Jim Anfuso - Creative Direction, Andy Taylor - MX Design Lead, David Tindale / Mark Dayao - Lifestyle Design Leads, Brandon Portnoff - eCommerce Director / Producer, Adam Page - Flash & HTML Developer

I had the opportunity to work in-house as the Online Art Director for action sports gear and apparel maker, FOX Racing, in Orange County, California. Working in the marketing department, I was the interactive design lead and directed a small team of designers, developers, and interns. FOX is a big player in action sports and is active in many verticals and sports including: Motocross, Mountain Biking, Surf, Wake, BMX, Music, Men's Clothing, Women's Clothing, Deluxe Fashion Clothing, Kids Clothing, Footwear, Eyewear, Motocross Gear, Mountain Bike Gear, Swimwear, and more. FOX produces all marketing design internally, and we worked closely with the internal photo studio and clothing product design teams to deliver work for quarterly clothing launches, promotions, and other updates. FOX clothing and apparel is sold by retailers and directly to consumers on the web site. We worked closely with the eCommerce manager and merchandiser to coordinate our designs with inventory and sales goals. We redesigned the company site, regularly updated it, and were responsible for designing seasonal apparel line microsite experiences, eCommerce gateway updates, promotional and sale emails, rider team news, event promotions, limited edition collection promotions, brand collaborations, online ads, and more. Some highlights: going to X-Games, meeting the pro riders (some MX athletes are short!), photo shoots, ping pong tournaments, 4pm pushup contents, free gear, ad hoc "stop everything!" design projects, and launching our giant site redesign.