If I were to ask you about the most renowned apparel brands in the powersports world, FXR Racing would surely be one of the first names that comes to mind. It’s no secret—its reach is phenomenal, and everyone wants to show off that distinctive logo. Its fame and reputation have grown steadily, supported by a marketing strategy that truly meets consumer expectations. FXR Racing didn’t stumble upon success—it earned it, and its place at the top is well deserved.
Since its founding in 1996, FXR Racing has established itself as a key brand in the world of powersports. Specializing in technical gear for snowmobiling, motocross, ATVs, and other disciplines, FXR has successfully combined performance, innovation, and style. This article explores the brand’s history, achievements, areas of activity, ambassadors, and the reasons behind its success.
The Rise of FXR Racing: From Morris (Manitoba) to Global Supremacy
FXR was founded by Milt Reimer, a powersports enthusiast from Morris, Manitoba, about 50 km south of Winnipeg. At age 17, Milt started working part-time at a Honda and Polaris dealership, where he discovered his passion for motocross racing. After ten years with the company, he became its owner. It was at this point that he started to consider creating a gear brand for snowmobile and motocross enthusiasts. The first FXR products were designed in his basement in collaboration with local manufacturers.
The Founding of FXR Racing in 1996
FXR was officially founded in 1996, initially focusing on technical apparel for snowmobile riders. The brand quickly expanded its range to include gear for motocross, ATVs, and other disciplines. Today, FXR is globally recognized for the quality and performance of its products.
What does the name “FXR” stand for?
The name “FXR” is a combination of three meaningful elements for the founder:
- F for “Factory”,
- X for “Extreme”,
- R for “Racing”.
This name reflects the brand’s mission: to design extreme racing gear inspired by the most demanding environments. Milt Reimer chose it after noticing a lack of high-performance apparel for snowmobilers and extreme sports enthusiasts. He set out to fill that gap by creating FXR Racing.
FXR Racing’s Core Activities
Snowmobiling: Technical Gear for Extreme Trails
FXR started out by designing technical apparel for snowmobilers. The brand quickly gained popularity due to the quality, durability, and comfort of its products. Today, FXR offers a wide range of snowmobile gear, including suits, jackets, pants, gloves, and accessories.
Motocross and Supercross: Partnering with the Pros
In the early 2000s, FXR expanded into motocross and supercross gear. The brand collaborated with professional riders and renowned teams to develop products that meet the strict demands of these disciplines. Today, FXR is a major player in motocross, sponsoring top riders and teams.
ATV (Quad) Off-Road Gear
FXR also provides gear for ATV riders, offering clothing designed to handle the varied conditions of off-road riding. FXR’s ATV gear is built for comfort, protection, and performance.
Other Activities: Fishing and Water Sports
In addition to its core focus, FXR has expanded into related activities such as fishing and water sports. The brand offers apparel and accessories for these pursuits, always prioritizing performance and comfort.
FXR Racing Ambassadors and Sporting Collaborations
FXR proudly works with many renowned athletes across various disciplines. Among its ambassadors is Levi Lavallee, a seasoned snowmobile rider.
Levi LaVallee has been a high-profile FXR ambassador since 2014, marking a strategic partnership with the Canadian brand known for high-performance technical gear in snowmobiling, motocross, and ATV riding. This partnership was further cemented at the 2019 Snowmobile Hall of Fame ceremony, where FXR was a key sponsor and LaVallee was the guest speaker.
Originally from Minnesota, Levi LaVallee is a snowmobile icon known for his freestyle feats and world records, including the longest snowmobile jump at 412 feet (125 metres). He’s earned 13 Winter X Games medals—seven of them gold—and was recognized by ESPN as one of the 20 most influential figures in action sports.
Though he retired from competition in 2014, LaVallee remains a major figure in the sport as the owner of Team LaVallee, a professional snowmobile racing team. He also collaborates with FXR on product development and brand promotion, a testament to their strong, long-lasting relationship.
Malcolm Stewart, F X R Racing Ambassador and Supercross Rider
Malcolm Stewart, a well-known motocross and supercross rider, was recently named an FXR Racing ambassador. This collaboration marks a turning point in his career, blending his competitive experience with a new lifestyle brand dimension.
Stewart, currently part of the Rockstar Energy Husqvarna Factory Racing team, competes in the AMA Supercross and Pro Motocross championships. His partnership with FXR also includes the launch of his own fishing apparel line, 27 Parallel, supported by FXR Pro Fish.
Known for his unique style and authentic approach to the sport, Stewart’s charisma and community involvement make him an ideal FXR ambassador. The partnership reflects shared values of passion, performance, and innovation.
Beyond racing, this collaboration allows Stewart to explore creative and business ventures while staying true to his sports roots—embodying the evolution from athlete to entrepreneur and influencer.
These athletes proudly wear FXR colours at major events and competitions, helping to elevate the brand’s visibility and reputation. They also provide valuable feedback to FXR for product development.
It’s worth noting that FXR’s rider support program is also open to recreational MTB riders, not just competitive athletes. This means FXR supports riders across a range of disciplines and experience levels.
Strategic Partnerships With Professional Teams
FXR has forged partnerships with renowned teams, such as the Muc-Off/FXR/ClubMX team, active in supercross and motocross. This collaboration allows FXR to test and refine its products under real racing conditions. Riders such as Max Vohland, Jett Reynolds, Mark Fineis, and Devin Simonson are part of this team.
Why FXR Racing Became a Leading Brand
Ongoing Innovation
FXR constantly invests in research and development to offer innovative products tailored to riders’ needs. The brand incorporates advanced technologies to ensure both performance and comfort.
Community Commitment
FXR actively supports the powersports community by sponsoring athletes, teams, and events. This engagement strengthens the bond between the brand and its customers, creating a sense of belonging.
Quality and Reliability
FXR products are renowned in the industry for their high quality. Built to withstand extreme conditions, they’re trusted for their reliability.
Steady Growth
Cost efficiency, access to advanced manufacturing technologies, and the ability to scale production have all contributed to FXR’s rise. Since 2016, the company has nearly doubled its revenue, surpassing $100 million in sales. It now has a physical presence in Sweden and the U.S., while its Canadian operations—including headquarters, warehouses, and retail outlets—employ over 135 people. Globally, FXR products are distributed through more than 1,000 retailers.
FXR Racing: A Brand That Listens to Its Community
How can you not be proud of a brand that puts consumers’ high standards first? What’s more, FXR Racing gives back to the community in many ways. What more could you ask from a manufacturer that never stops innovating?
