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.

Tommy Hill: "Having No Fear on board is great and to be representing the brand is mega. Starting from my early days when riding motocross, I grew up loving the brand, buying the stickers at race events, and always remember the No Fear logo being plastered everywhere within the sport. So to now be associated with the brand is pretty cool. I know No Fear has a very big involvement within action sports, and has done for many years, and are now making even bigger steps in the motorcycling sport, and for me to be a part of this is something I'm honoured to do."

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