The roots of 100% stretch back to the early 1980s motocross scene. The name originated as a simple question on a sticker:
“How much effort do you give?”
That slogan grew into a mindset — a symbol of dedication, courage, and all-out performance. Decades later, 100% transitioned from moto to mountain biking and cycling, bringing along its DNA of bold design, high-speed focus, and race-ready tech.
Today, 100% sponsors elite athletes like Loïc Bruni, Peter Sagan, and Sam Hill, spanning the full spectrum from downhill MTB to road racing. Their eyewear, helmets, and protection lines now define what high-performance gear looks like.
