ICON MOTOSPORTS
Founder | Brand Architect | Product Systems | Creative Direction
I founded ICON and built it into a dominant force in street motorcycle gear within three years. Through bold product design and a visual identity rooted in street riding culture, the brand reshaped the category and grew into one of the most influential names in modern motorcycle gear.
IDENTIFYING THE OPPORTUNITY
From the Streets, For the Streets
Street motorcycle gear in the late 1990s lived at two extremes: race-replica track gear or Harley cruiser style. Neither reflected the reality of most sportbike riders—the streets were their track. ICON was created to fill that gap with gear designed for urban riding and the emerging stunt culture.
SHAPING THE BRAND IDENTITY
Ride Among Us
ICON spoke directly to riders who saw motorcycles as rebellion and self-expression. Rejecting the conventional racetrack narrative, the brand combined aggressive product design, cinematic photography, and unapologetic storytelling to build a voice that was authentic to street riders.
BUILDING THE COMPLETE RIDER SYSTEM
Protecting the most at-risk riders
From the beginning I built ICON as a complete equipment system spanning helmets, apparel, footwear, bags, and body armor. I led product development, sourcing, and line management across every category, creating a unified design language that carried through the entire rider experience.
DEFINING THE DESIGN LANGUAGE
Built for the realities of the street
Most motorcycle gear of the era was designed for racetracks—high-speed crashes on closed circuits with gravel traps and runoff. ICON was built for the street, where crashes were slower but far more violent. I designed ICON gear around that reality, combining real protection with the functionality riders needed off the bike.
THE ICON EFFECT
The high-speed collision of product and culture
ICON saved lives. By making protective gear culturally desirable, ICON helped put real protection on riders long ignored by race-focused brands. The brand grew into one of the most influential names in street motorcycle gear—surpassing $35M in annual sales and pioneering the first complete street rider system of helmets and soft goods.
