After over a decade together, it with a heavy heart that we won’t be continuing our relationship with James Stewart for 2009. James is any incredibly talented athlete, who has amazed crowds for years with his ability. Fox is very proud of the history we have made and the Championships we’ve won together.
Q: IS THERE A SENSE OF EMOTIONAL LOSS WHEN A RIDER THAT YOU HAVE SPONSORED AND SUPPORTED SINCE HIS EARLY DAYS IN THE SPORT LEAVES YOUR FOLD?
PF: Absolutely. James and I have been friends for 14 years, since he was a quiet, shy 8 year-old. Growing up, he used to stay at my house and we’d watch my motocross videos and talk and dream of the day he would someday turn Pro. He wanted to be the best ever.
Q: OBVIOUSLY FOX COULD HAVE UPPED THE ANTE AND KEPT JAMES, WHAT WERE THE MOTIVATIONS THAT MADE YOU DECIDE TO LET HIM GO, AND TO WHAT EXTENT DID JAMES’ DECISION TO BECOME A SUPERCROSS-ONLY RIDER PLAY INTO YOUR NEGOTIATIONS WITH HIM?
PF: Since our beginning, Fox has been totally committed to Motocross and Supercross. We feel strongly that our sport and Industry need both series to be healthy, and Fox will always support both series. That is where Fox’s priorities and path recently separated from James. Fox remains committed to the entire sport of both Supercross and motocross. We wish James luck with his Supercross career.
Q: GIVEN FOX’S PROUD TRADITION OF GREAT ADVERTISING, DO YOU THINK THAT NOT HAVING JAMES STEWART AS A FOCAL POINT HURTS OR HELPS THE DELIVERY OF FOX’S MESSAGE TO THE CONSUMER IN THE FUTURE.
PF: Fox has been supporting core motocross for 34 years, and we will always be faithful to the sport that we have loved our entire lives. This sport, our Industry and every rider have given us so much, and we are so proud to be part of it. We have a lifelong love for MX, and we feel that we are part of a global community that has an incredible passion for MX; people who want to ride or race every chance they get. We intend to support motocross forever, and our horizon is much longer than any one rider’s career. This decision was incredibly difficult, but in the end it came down to what we believe is best for Fox, the Industry, and the sport itself.