For this edition of Classic Ink, we are going to take a look back at one of my favorite gear companies of the 2000’s, Alloy MX.
Thunder and Lightning: The Alessi brothers were Alloy’s highest-profile stars in 2003. Photo Credit: Scot Hoffman
Motocross can be a tough business and the motocross gear industry is every bit as cutthroat off the track as the racing can be on it. Any look back through the motocross magazines of the past is a testament to just how many gear brands have come and gone in the pursuit of racing fame, fortune, and fashion. For every Fox Racing, there are five Lancers, Griffs, Xtremes, HRPs, and One Industries on the ash heap of moto gear history. Even powerhouses like No Fear and JT Racing have found the fickle nature of fashion and the complexities of marketing and manufacturing difficult to overcome. The motocross gear industry is a difficult business and even the most iconic of brands can often find themselves on the wrong side of the balance sheet.
Mike Alessi’s much-hyped pro debut at Millville in 2004 was a bit of a disappointment, but his remarkable 3rd overall in the 450 class three weeks later delivered Alloy their first professional motocross podium. Photo Credit: Davey Coombs
In the early 2000s, one of the gear brands trying to beat these odds was Alloy MX. Debuting in 2002, Alloy made a splash by signing two of the highest-profile mini properties in the sport to race in their new gear. Mike and Jeff Alessi were two of Honda’s major mini stars, with many tapping the duo for future stardom. Both enjoyed a great deal of industry coverage providing Alloy with an instant boost in brand awareness.
Alloy MX’s gear in 2004 was innocuous but not particularly exciting. Photo Credit: Alloy MX
In 2004, Alloy added Sean Hamblin, a former replacement rider launched into the spotlight by the trials and tribulations of Suzuki’s mercurial star Travis Pastrana. Hamblin’s status as one of Suzuki’s factory stars further heightened Alloy’s profile and he quickly became the focus of their advertising. In August of 2004, the brand got another major boost with the pro debut of Mike Alessi in Millville. While Alessi’s 30th overall did not live up to the “Believe The Hype” shirt his dad was seen wearing at Millville, his impressive third three weeks later at Steel City certainly did.
This 2004 Alloy gear seems more than a bit derivative of what Thor was producing at the time. Photo Credit: Alloy MX
While Sean Hamblin was far from the megastar his teammate Pastrana had been, having a full factory rider in Alloy was a significant step for the brand. Photo Credit: Alloy MX
In 2005, Alloy MX moved its support to 2002 125 Supercross champion Travis Preston who was making his step up to the premier division. Paired with Ernesto Fonseca and Andrew Short, Preston was part of a rebuilding Factory Honda squad that was dealing with the surprising departure of Ricky Carmichael to Suzuki. In 2005, Alloy MX lost both Sean Hamblin, who moved to the new One Industries gear, and Mike Alessi, who took his new KTM factory contract to Alpinestars.
Unfortunately, the revolution was short lived. Photo Credit: Alloy MX
Factory Honda’s Travis Preston joined the Alloy team in 2005 with updated gear that I found more appealing than their earlier designs. Photo Credit: Alloy MX
I really dug the looks of this yellow, green, and red colorway from 2006. Photo Credit: Alloy MX
In 2006, Alloy picked up Factory Suzuki’s Broc Hepler, but the pairing would be short-lived. By the time the outdoors started, Hepler and Preston would be sporting new gear sponsors with Alloy officially shutting down their gear operation. With some gear, it can be easy to see where things went wrong, but with Alloy, it seems to have been more the consequences of an incredibly competitive market. Some people have complained that their gear was somewhat heavy, but this was common at the time with all the thermaweld logos in use by most gear companies. The gear itself was great looking for the most part, with clean designs and bright colorways. I loved Alloy MX gear and was sad to see it go. Unfortunately, however, just as with No Fear, One Industries, and Extreme, great looks are often not enough to succeed in such a complex market. Great design helps, but marketing, manufacturing, and supply chain issues often play a much more vital role in the success of the brand. Even if you believe the hype, the bean counters will always have their say.
In 2006, Alloy added Suzuki’s Broc Hepler to their factory rider stable. Photo Credit: Alloy MX
I liked all of the Alloy MX gear in 2006 but it appears to have been too little too late to save the brand from shutting down operations midway through the ‘06 season. Photo Credit: Transworld MX
