100 Percent
100% is a US company with deep roots in motocross. This heritage is
evident: their products are consistently designed for protection,
durability, and clear vision. They've been successfully applying
this expertise to mountain biking for years. Developed by riders
who know what matters.
100 Percent stuff
100 Percent FAQ
Who or what is 100%?
100% is a brand from San Diego, California, deeply rooted in American motocross of the 1980s. Originally known for high-quality motocross goggles, the brand has evolved into a leading provider of performance eyewear, helmets, gloves, and protective gear for motocross, mountain biking (MTB), downhill, and other action sports.
Who founded 100%?
The name and iconic "100%" logo were coined in the early 1980s by Drew Lien. He was a young motocross mechanic and entrepreneur who used the logo to sponsor factory riders and symbolize the ethos "How much effort do you give?". So, it was initially more of a slogan and a small brand within the factory racing environment.
After the brand was inactive for some time, it was revived and repositioned around 2011/2012 by Ludo Boinnard (along with his partner Marc Blanchard, although Ludo is often mentioned as the driving force). Ludo Boinnard, who was a co- founder of the eyewear brand Oakley, acquired the rights to 100% and built it into the global brand it is today, with a strong presence not only in motocross but also in mountain biking and performance eyewear in general.
What does the 100% brand stand for?
The name 100% says it all and stands for full commitment and uncompromising performance – "How much effort do you give?". The brand embodies the spirit of racing and is dedicated to developing products that help athletes perform at their best. It stands for innovation, quality, and a distinctive, often bold style.
What makes 100% products special?
The specialty of 100% lies in the combination of decades of racing experience, state-of- the-art technology, and striking design. Their eyewear is known for excellent optics and fit, while helmets and protective gear are designed for maximum protection with good ventilation and comfort. Close collaboration with top athletes ensures that the products meet the highest demands.
What does 100% primarily manufacture?
The core range of 100% includes performance eyewear (goggles and sunglasses), helmets (full-face and half-shell), gloves, and protective gear (guards). Additionally, they also offer performance apparel for MTB and motocross.
Who are 100% products suitable for?
100% products are aimed at demanding athletes and enthusiasts in motocross, mountain biking (especially downhill, enduro, trail), BMX, and other action sports who value top performance, reliable protection, and a modern, often eye-catching style.
Which well-known pros use 100% products?
100% sponsors some of the world's best athletes across various disciplines. In the MTB sector, riders like Loïc Bruni (multiple Downhill World Champion) and Peter Sagan (former road cycling World Champion who was also active in MTB) are prominent examples. Numerous top riders in motocross also trust the brand.
