Fox Opens Flagship Retail Store In California’s Bay Area

Irvine, CA ¿ October 12, 2004 ¿ Fox, a leading equipment and apparel manufacturer in action sports, today announces the opening of its new 3,500 square foot flagship retail store housed within one of California¿s largest shopping centers, Santa Clara¿s Westfield Shoppingtown Valley Fair Mall.

Doors will officially open on Monday, October 25th with a massive grand opening celebration scheduled for the weekend of November 6th. An array of exciting in-store events are planned, highlighted by an autograph session with Fox¿s team of world class athletes including the most decorated BMX rider in X Games history, Dave Mirra.

¿Fox has been headquartered in NorCal for 30 years, so it makes complete sense for us to open a dedicated Fox retail space in Santa Clara since it¿s in our backyard,¿ comments Fox Creative Officer Pete Fox. ¿Over the years we¿ve received countless requests from core Fox customers to open a retail store, and we¿re psyched to finally make it happen.¿

The Fox product matrix is diverse, spanning both hard and soft goods, but Fox`s new retail store will only carry its fashionable, lifestyle-oriented clothing and accessories line. Conceived to function as an all-encompassing youth lifestyle destination, the store will also stock a hand-picked assortment of CDs, DVDs and magazines, as well as a select few accessory brands that compliment the Fox lifestyle. Furthermore, the Fox store will feature a state-of-the-art DJ booth with numerous in-store promotions planned including athlete appearances, demos, art installations and live performances by recognized DJs.

In addition to its role as an exciting youth lifestyle destination, Fox¿s new retail space will serve as a working lab to test new marketing, advertising, design and merchandising strategies. ¿The store will allow us to roll out a range of experimental initiatives that target all areas of our business and the results will allow us to better service the needs of core Fox customers and retailers,¿ says Pete Fox.

The Fox store is located in the Westfield Shoppingtown Valley Fair Mall at 2855 Stevens Creek Boulevard in Santa Clara, CA.

About Fox Racing, Inc. ¿ Based in Morgan Hill, CA, Fox has been a global leader in performance action sports apparel since 1974. For three decades, the Fox Head logo has been recognized as a brand synonymous with quality and innovation making Fox the # 1 apparel brand in the motocross industry around the world. The company that helped put motocross on the map also designs, produces and distributes clothing, accessories and related products to over 50 countries to meet the growing demands of the action sports lifestyle. www.foxridersco.com.