In 2016 we worked with former Nike VP of Brand Mike Wilskey and the in-house team at Fox to develop a “Creative Engine” for the brand to help ensure non-incremental innovation in product and marketing. We worked to develop the concept, launch strategy, activations and more including pitches for the board of directors, athletes and partners. This new division was ultimately named "Moto-X LAB" and was launched by moving the biggest name on the Fox roster onto the Shift brand for 2017. These bold and unexpected moves ensured that Ken Roczen, Fox and this new creative engine dominated the conversation within the moto landscape and well beyond.

Book: Creative Direction, Art Direction, Copywriting and Design: PLY, Installation: Concept, Creative Direction, Art Direction and on-site build direction: PLY, David Durham Construction Coordination: Scott Hatton Ken Roczen Mural: Mark Paul “Madsteez” Deren