Between the Races: Brian Horton
May 3, 2006
By CJ
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Have you noticed the increasing presence of Shift in road racing circles lately? The brand may be unfamiliar to readers with strict road racing backgrounds, but those who have also followed motocross will no doubt recognize the logo and style, as they’ve been strong in that market for quite a while. We wanted to get the latest on their move into the tarmac world, so we checked in with Shift marketing guru Brian Horton for this email interview.

As a street enthusiast, Brian Horton is excited about Shift's, er, shift to include road racing. Andrew Northcott photo

RRX : How long have you been with Shift?
Brian Horton: I started working for Shift at the beginning of 2005.

What's your background in the motorcycle industry?
I did some freelance work for Fox and Shift, working on copy and product names while I was still in College. I also did a bit of photojournalism at what was then my local track (Lemon Grove MX Park in Piru, California) and even got some race reports and photos published by Cycle News. I eventually got a call from an acquaintance who was working at Alpinestars, and he asked me if I’d like to go work in Italy. The next thing I knew, I was on a plane headed for Venice and ended up staying there for five years, working in Media Relations. My future wife also worked there, and we both got an offer to come over to Shift, so we jumped at the opportunity and have been working back in California for just over a year.

Did you enjoy living in Italy? Do you miss it?
I had a great time living and working in Italy. I had the opportunity to see some fantastic racing while I was there, including MotoGP and World Motocross events. I also had a great time riding. I bought a Ninja 600 and went on some epic rides in the Dolemites that I’ll never forget. I also met some great friends that I’m still in close contact with, and most importantly, I met my wife. I do miss a lot of things in Italy, like the food, the culture, and just the adventure of living in a foreign country, but we plan on visiting at least once a year, so I’m really looking forward to going over there again this summer.

Shift hopes to make an impact in the road racing market similar to the one they've made in motocross over the last nine years. Andrew Northcott photo

For readers who may not follow motocross, tell a little about the company's background.
Fox Racing established Shift in 1997 to be their alternative brand of motocross apparel, and the company has been true to that original concept ever since. We pioneered the freestyle movement with riders like Seth Enslow and Mike Cinqmars, and we’ve claimed AMA Motocross and Supercross Championships along the way.

Shift has also been a big supporter of amateur and privateer riders, putting the spotlight on the grassroots of the sport. We focus on fusing the creative influences from the world of motocross/sport bikes, lifestyle, and fashion into our products.

Shift seems to be making a bit more of a push in the street market, right?
We’re motorcycle enthusiasts, and many of us at Shift have owned and thrashed road bikes for years, as well as raced motocross and enjoyed the adventures of off-road riding! We’ve been making street products since late 2004, although Spring 2006 marks our first major push into the market, having identified opportunities and segments that we feel weren’t being catered for. The arrival of our new SR-1 road racing suit, combined with innovative products like the Dyer hybrid jacket, made this the right time to increase our exposure and let everyone know about the great street line we’re expanding

How would you say Shift is different from other companies in the market?
Shift has always been the choice for those looking for something unique and fresh, and that philosophy continues into our latest line of street products. We offer a high level of style, performance, quality and value, and the exclusivity of our products means you won’t look like every other Tom, Dick, and Harry.

Even though they'll be selling their products to a different market, the "Shift look" will still be apparent. Andrew Northcott photo

The motocross market is so strong right now. Is the street segment growing as well?
The street market is definitely growing, and we’re very excited to be a part of it. Street riding is great because you can just open up your garage and go. You don’t need a truck or trailer to do it, and there’s really nothing like getting out there and being one with your machine. Whether you’re riding a track day, carving through the canyons, or powering around town with your buddies , sport riding has a lot to offer, which can be seen in the strong sales of bikes and accessories.

I understand Doug Chandler helped develop some of the products. How did that relationship come about?
Doug’s worn our motocross gear since back when he and Jeff Emig were both factory Kawasaki riders, so there’s been an association for a long time. When Doug started his Supermoto school up (West Coast Supermoto) he asked us if we could supply him with suits, and that’s how we began working together on the street side of things.

When we began work on our new SR-1 road racing suit, Doug’s experience made him the obvious choice to help with this important project. Doug’s a very technical rider with good feedback, and his enthusiasm for product development and rider safety has made him a great resource for Shift.

Will you be getting into racing?
We’ll definitely be getting into road racing, and we’re currently evaluating how and where we want to be represented. Shift is a unique company, and we’re looking for the right rider to compliment and further our image and goals.

Great, thanks Brian.
No problem. Thank you.

For more information on Shift racing gear, visit www. shiftracing.com.