Shift MX launch 2017 3LACK, WHIT3 & Recon gear

Shift MX unveiled their super rad 2017 line of motocross kit here at the FULLBACK MXGP of Lombardia-Italy, in Mantova. American legend, long-time Shift athlete and brand ambassador Jeff Emig hosted the presentation, which took place inside Youthstream’s VIP Gold SKYBOX Restaurant where he started off by reciting a Shift MX slogan, “We are wolves among sheep. We are the armor for the purist, we are the fastest, we go the biggest, we have the most fun… we stay true to our ideals”, a powerful statement describing the individuality of the brand.

Jeff and Shift Brand Manager Philippe Casadesus went on to explain their complete 2017 lines, which consists of the ‘3LACK’ line, the ‘WHIT3’ line and the ‘Recon’ line. The ‘3LACK’ line is Shift’s top of the range line. It’s where world-class performance meets style, as extra attention has been paid toward the freedom and movement of the gear while the gear is ridiculously light. It has been innovatively created with extremely durable materials, which means it raises the bar in terms of fit and durability.

The ‘WHIT3’ line is their best value for money range. It’s cheaper yet it doesn’t sacrifice comfort or style, while the ‘Recon’ line is aimed more towards the free-riders who like to ride with attitude when and where they want.

Shift Syndicate riders Chad Reed and Ben Townley were also in attendance. Reed said, “I have been a big part of the Shift brand, since 2010 and what we have been through and where we began to what we have come up with now is amazing. You always think ‘oh yeah it looks cool’ but actually for me, what is cool is how it performs. For me the style and the chassis of the pant has made a big difference.” Townley agreed, “I think Chad hit the nail on the head when he spoke of the performance of the pant, you feel at one with the clothing, when you you’re moving you don’t feel restricted anymore and to me that is incredible to think that the evolution of pants could come that far.”

“When I started riding with the new pant,” Townley continued, “I was completely blown away with how it felt compared to the old pants.” Jeff concluded, “The results of our new line are more of what you need and less of what you don’t. That’s all in our 3LACK and WHIT3 label gear,” which was on display in the VIP tent for the media to see and touch before sitting down to a buffet dinner.

The 2017 3LACK, WHIT3 and RECON lines will be in stores from July 1st 2016.