FMF Ready to Expand the Brand

February 28, 2011 2:45pm

La Jolla Group Continues to Expand Brand Roster with Acquisition of FMF Racing Apparel License

Long-term partnership will extend company’s motocross and off-road portfolio, and further develop

FMF Apparel and Racing collections worldwide

(Irvine, Calif.) – La Jolla Group (http://www.lajollagroup.com) (“LJG”), the world’s premier multi-brand apparel licensing company, today announced a global license agreement with renowned motorcycle and exhaust manufacturer, FMF Racing. As part of the agreement, LJG will oversee the expansion of an FMF apparel collection focused on core and specialty action sports and moto distribution, and extending the current line of men’s and women’s apparel including t-shirts, sweatshirts, riding jackets, hats and other accessories. LJG will also support and expand FMF’s athlete roster, currently anchored by some of the world’s best athletes in Supercross, Motocross, Off-road, Freestyle MX, and Road Racing.

FMF Racing Founder and Owner, Don Emler, had a simple vision for the company when he started it in his garage back in 1973: Provide top-level U.S. racing equipment at the grassroots level. 38 years later, FMF Racing is known for delivering the world’s top performance exhaust products to off-road motorcycle enthusiasts everywhere. Don’s vision continues to guide the family-operated company, which has expanded into a 90,000 square foot state-of-the-art manufacturing facility in Rancho Dominguez, Calif., and houses the world’s best design and production teams in the U.S. under one roof.

“We are always looking at opportunities to grow and diversify our portfolio, and FMF is an ideal brand for us to continue expansion into areas that have strong growth potential,” said La Jolla Group CEO, Toby Bost. “Motorsports, particularly motocross and off-road racing, have seen a tremendous increase in popularity during recent years. With FMF, we’re looking to establish a deeper percentage of the overall market share, while helping the brand further connect with existing and new consumers.”

“We could not be more pleased with our new partnership with the La Jolla Group,” added FMF Marketing Director,
Don Emler, Jr. “Our brand is at the core of motorsports and has so much momentum right now, so we are looking forward to bringing FMF to new audiences and developing a very successful apparel line with the best in business.”

FMF will have an apparel division based in LJG’s headquarters in Irvine, Calif. alongside the company’s other youth lifestyle brands. FMF Racing’s exhaust line and performance product business will continue to operate from FMF’s Rancho Dominguez, Calif. offices.

For more information on La Jolla Group, visit www.lajollagroup.com.