FOX Factory — Pushing potential further.

Credits / roles

Agency: Freelance
Creative Lead & Art Direction: Aaron Kvarfordt
Collaborators: Chuck George, Josh Fehr, FOX Creative Dept.

OVERVIEW

For over 50 years and counting, FOX remains a powerhouse in suspension innovation, driven by the purpose of pushing potential further by giving athletes and riders the winning edge in racing. Leading is where they belong. Hailed as the king of All-Mountain, the latest evolution of the 36 brings big fork energy with Enduro feel. A new generative chassis design, increased bushing overlap, and a compliant air spring combine to create a fork that meets the growing demands of All-Mountain riders pushing their bikes harder through rougher terrain.

APPROACH

With the upcoming launch of the MY26 FOX 36, I was tasked with developing and executing a distinctive campaign initiative all within a two-week deadline. Building on the 36's strong reputation in the industry, we chose a rider-focused approach for the campaign—one that exudes the same aggressive nature and hard-hitting attitude that exemplifies the product's target demographic. This included the use of dynamic riding imagery, compositions, and a bold typographic treatment to create an engaging visual design system. Huge thanks to Chuck and Josh for bringing me on and entrusting me to help bring this campaign to life. To say I was stoked would be an understatement!

Product render of an orange FOX Factory 36 fork.

Paid social media ads featuring the new FOX 36 fork.

Digital display ads of Gracey Hemstreet with that Big Fork Energy.

Pro rider Gracey Hemstreet shredding a foggy trail in British Columbia.

Pinkbike landing page takeover for the FOX 36 fork.

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