100Percent

100Percent 100% is inspiring a whole new generation of riders & racers. “How much effort do you give?" (Laughter).... My buddy Chuck told me not to name it that.
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100%, "How much effort do you give?"

Back in 1982, with just a hundred bucks to his name, the likeable young Drew Lien - then Jim Holley's mechanic - came up with a cable guide and a stick-on heat shield as leading products for a new company he was dreaming of starting. "Everything back then was alphabetical" said Drew Lien in a 2004 interview ; "DG, FMF, CMC, HRP, and so on. So I thought that "D

RP" (Drew's Racing Products) would be an awesome name! So I went home, and I was sitting on the couch, looking at a poster I had of Bob Hannah, who was number 100 one year. And I thought, "What does it take to win? You've got to give it 100% like Bob does…". And I named her "100%" on the spot. And what's funny is, everyone, and I mean everyone, told me not to name her that! And the truth is, that name is what has sustained her popularity today. She just seems to mean something to people." This noticeable 100% logo started to appear out of nowhere on factory bikes, riders' jerseys and chest protectors. Not just any rider....we're talking Bob Hannah, Ricky Johnson, Johnny O'Mara, David Bailey, Jeff Ward...the cream of the crop. To this day, it is very rare that a logo or saying comes along so strong that Hall of Fame athletes choose to run it without any agents or contracts or business discussed.

30 years have passed since those days many still call the golden age of motocross and in spite of the brand's ups and downs, the logo and its strong meaning has stayed synonymous of iconic moments and images which have built the roots and history of what is modern motocross. Today, 100% is about to inspire a whole new generation of racers and ask them the original tag line, “How much effort do you give?”. Expect a news release about the upcoming product line this January 2012, before Anaheim 1. As Drew said back in 2004 : "Just a big, big thank you to anyone who ever saw that 100% logo, and "got" what it is all about. That's all I ever wanted."

From the fifth row to the rainbow jersey. Tom Pidcock fought through the field to claim another World Championship title...
08/30/2026

From the fifth row to the rainbow jersey. Tom Pidcock fought through the field to claim another World Championship title, dedicating the win to Fin & The Tarling Family.

Proud of you, Tom. 🌈

Less frame. More focus. The A2 delivers lightweight comfort, crystal-clear Ultra HD™ optics and a customized fit designe...
08/25/2026

Less frame. More focus. The A2 delivers lightweight comfort, crystal-clear Ultra HD™ optics and a customized fit designed to move naturally through every mile.

08/22/2026

For the home crowd 🇫🇷 Max Alran

🎥 Dorian Jouvenal

To every athlete, family and supporter, you are amongst the best in the nation. Hold your head high.
08/09/2026

To every athlete, family and supporter, you are amongst the best in the nation. Hold your head high.

ALL. IN.📸 A.S.O. / Billy Lebelge
08/08/2026

ALL. IN.

📸 A.S.O. / Billy Lebelge

08/05/2026

NOW AVAILABLE | Currently Running Apparel x Hypercraft SQ Marshmallow by 100Percent

Worn and tested by the best Track & Field Athletes in the world — includes 2 lenses for whatever your training requires — HiPER® Bronze Lens w/ Bonus HiPER® Dusty Rose Lens.

Featuring PRACTICE Athlete Emma Gee during her training block in Flagstaff, AZ.

The results speak loudly.Remco Evenepoel on the GC podium. Mads Pedersen wearing green. Lidl-Trek finishing as the Tour’...
07/28/2026

The results speak loudly.

Remco Evenepoel on the GC podium. Mads Pedersen wearing green. Lidl-Trek finishing as the Tour’s best team. Quin Simmons giving everything for the collective. While Mattias Skjelmose, Juan Ayuso and Tom Pidcock stamped their names into the Top 10 GC.

Three stage wins and four athletes in the top 10. A historic Tour for the 100% crew.

The victories made us cheer. The fight made us proud.Congratulations to Remco Evenepoel & Red Bull-BORA-hansgrohe squad ...
07/27/2026

The victories made us cheer. The fight made us proud.

Congratulations to Remco Evenepoel & Red Bull-BORA-hansgrohe squad on two stage wins, second overall and a Tour defined by heart and effort.

More than the Tour’s best team.Lidl-Trek brought home the green jersey with Mads Pedersen, placed two riders inside the ...
07/27/2026

More than the Tour’s best team.

Lidl-Trek brought home the green jersey with Mads Pedersen, placed two riders inside the top 10 GC with Juan Ayuso & Mattias Skjelmose and showed the true meaning of teamwork through Quinn Simmons.

Three weeks of giving 100% for one another.

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