After all Yamaha and Honda riders were equipped with Fox in the 90s after Rick Johnson in the 80s, it was another glorious era for Fox Racing as they sponsored the two biggest names in the world, Ricky Carmichael and James Stewart, in the 2000s – but it cost them a lot of money to do so!
Speaking to Jase McAlpine, Pete Fox said: “A million dollars a year. How do you do that? How do you do that as a $20 million company or a $50 million company? How do you do that? You can't do that.”
“That's a lot of money for those two guys. And I feel like what we did was just trying to promote Moto and Fox and all that.”
Watch the full clip below as Pete explains how they managed to create a lifestyle brand that ultimately helped pay the two biggest names in sports big money a year just for their gear deals.