No Fear was both founded and is currently based in Carlsbad, California. The company was started in 1989 by twin brothers Mark and Brian Simo. The company grew rapidly and is cited by many as “the original action sports company,” as right from the onset, No Fear worked with athletes from radically different sporting backgrounds. Initially, No Fear focused its efforts on motocross racers, surfers, auto racers, snowboarders and BMX racers. No Fear then ultimately began working with major league stick and ball athletes such as NFL football players, major league baseball players, NHL hockey players and NBA basketball players. In recent years, No Fear has worked more towards positioning the brand to more of a “core” youth audience and customer base.

In 2008, No Fear now targets the 76 million children of the baby boomer generation, otherwise known as Gen-Y or the Millenials (born between 1978 and 2000). General speaking, this target of 12-to-24 year-old males is made up of opinion leaders who flock to and embrace alternative sports and music as
part of their every day life and everyday lifestyle.

Current No Fear Cultural Philosophy.

“Like the athletes who compete in them, No Fear believes that sports are as important as life itself. And as a brand, No Fear strives to coexist with these sports and their athletes and enthusiasts on sincere and genuine terms, placing the highest value on their ideals, rituals and experiences. No Fear truly believes in supporting these sports and their respective lifestyles as we are every bit as passionate about them and the authentic lessons and values they instill in the people who live for them. Since 1990, No Fear has been there to help develop, define and promote forms of numerous individual sports that celebrate both the human and competitive spirit.”

No Fear is heavily involved in the following action sports and lifestyle properties.

Motocross: No Fear supports and sponsors professional and amateur motocross on numerous levels. The sport No Fear was found upon, on the professional level, No Fear backs the Honda-backed GEICO Powersports/Honda/No Fear race team and its riders Kevin Windham, Josh Grant, Trey Canard, Jake Weimer and Dan Reardon. No Fear also supports world-class motocross racers Davi Millsaps and Heath Voss. At the grassroots amateur and sportsmen level, No Fear supports hundreds of riders with product and racing support.

MMA: No Fear is full in the corner of Urijah Faber, the current and undisputed WEC Featherweight Championship. A 145-pound fighter from Sacramento, California, Urijah, who utilizes his prodigious mixed martial arts talents and skills to the fullest degree and highest potency, is, arguably, the brightest shining star in all of World Extreme Cagefighting.

Surfing: No Fear is a heavy player in the surfing community, supporting the sport in the form of the high profile, grassroots NSSA Nationals. Annually, the foremost amateur event in all of surfing, the prestigious NSSA Nationals feature fiercely fought divisions ranging from Open Men’s to Junior’s. No Fear also lends support to professional surfers such as Shaun Ward who recently experienced the highlight of his career by winning the Association of Surfing Professionals (ASP) 5-Star World Qualifying Series (WQS) Local Motion Guaruja Surf Pro in the waves of Sao Paulo, Brazil. Through his excellent results, Ward now hopes to find a spot on the 2009 ASP World Tour.

Music: Music has become a very integral part of No Fear’s communication strategy, as well as a relatively new way to allow music fans to reach out and “touch” the No Fear brand. No Fear has partnered up with House of Blues/Live Nation to formulate an annual No fear Music Tour. This year’s No Fear Music Tour features globally renowned Welsh hardcore-metal rockers Bullet For My Valentine. The tour features 31 dates kicking off July 14th in Milwaukee, WI through September 27th in Anaheim, CA.

Racing: No Fear owns and operates a NASCAR Sprint Cup race operation. Created through an affiliation with Roush Racing, No Fear Racing is based in Concord, North Carolina and features the #60 No Fear Energy Ford Fusion driven by Boris Said. The No Fear Energy NASCAR program is used as a marketing initiative to market, promote, and drive case sales of the No Fear Energy drink.

Energy Drink: No Fear also markets highly popular, widely distributed energy drinks.Since its inception in 2004, No Fear Energy is an energy drink that has, through creative and innovative marketing and promotion, penetrated the ultra-competitive energy drink marketplace to become one of the most recognizable and available drinks on the shelf. Complete with all-new packing for 2008, No Fear will continue to influence consumers to the No Fear brand. Moreover, in 2008, No Fear’s new citrus energy drink “Motherload” hit the shelves. Super-saturated with vitamin B and vitamin C.

Retail Stores: No Fear owns and operates over 50 No Fear retail stores. No Fear has continued forward with its aggressive growth strategy in the national retail sector. Retail stores are located in California, Arizona, Nevada and Florida, and most recently, Hawaii.

No Fear Distribution:Since 1990, No Fear has been the leading marketer of the alternative
sports lifestyle and alternative sports products. No Fear distributes products to approximately 2,500 wholesale accounts. These accounts are exclusively young men’s specialty accounts and include motorcycle, fight and surf shops.