100%, “How much effort do you give?”
I received this interesting press release last week, which outlined the story behind the 100% brand. Its a logo I remembered, as during the the mid 1980s my heroes included US motocross legends like Rick Johnson, Jeff Ward and Johnny O’Mara. Expect a news release about the upcoming product line in January 2012.
Here is the official blurb
“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 “DRP” (Drew’s Racing Products) would be an awesome name! (Laughter)…. My buddy Chuck told me not to name it that. 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?”.
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.”