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No Fear was founded in 1989 in Carlsbad, California 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 in the NFL, MLB, NHL, and NBA. In recent years, No Fear has positioned the brand to more of a “core” youth audience. 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 everyday lifestyle.
No Fear’s 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 an avid supporter of the following action sports and lifestyle properties:
Motocross: The sport No Fear was founded upon, No Fear supports and sponsors professional and amateur motocross on numerous levels. At the professional level, No Fear backs the Joe Gibbs Racing Toyota/Yamaha Team consisting Josh Grant and Cody Cooper. 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 former WEC Featherweight Champion. 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 one of the brightest stars in all of World Extreme Cagefighting.
Surfing: No Fear is a 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 NSSA Nationals feature divisions ranging from Open Men’s to Junior’s.
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. No Fear has supported bands such as Killswitch Engage, rockers Bullet for My Valentine and Lamb Of God.
Energy Drink: No Fear markets the popular No Fear Energy drink. Since its inception in 2004, No Fear Energy is a drink that has become one of the most recognizable and available drinks on the shelf. Now backed by industry giant Pepsi, No Fear Energy continues to enjoy success in this hotly contested sector. The drink is available in three flavors, original, sugar free, and just launched in 2008, the citrus “Motherload” 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.
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