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100%

American motocross and mountain-bike brand known for goggles, gloves, and sport/lifestyle sunglasses.

Last updated September 15, 2026

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Overview

100% is an American brand whose official site presents motocross and MTB goggles, gloves, sunglasses, snow goggles, and casual products, organized by sports including Moto, MTB, Snow, Baseball, Cycling, Running, Outdoor, Watersports, Motorsports, and ATV/UTV/SAND. Its history page states the brand has been synonymous with motocross Americana and that its roots date back to the early 1980s, when its logo appeared on factory racing equipment of major motocross names. The brand's original tag line is presented as 'How much effort do you give?'

History

The official history page states that the 100% brand has always been synonymous with motocross Americana and has been linked to many iconic moments that built the roots and history of modern motocross. It says the roots of the 100% brand date back to the early 1980s, when the popular logo graced the factory racing equipment of the biggest names in motocross. It adds that today, as the brand's awareness grows again in Motocross, on Downhill slopes, and BMX tracks, 100% is inspiring a new generation of racers and asking them the original tag line: How much effort do you give?

Products and positioning

Performance meets lifestyle; motocross Americana heritage.

  • ARMEGA® Goggle

    Motocross goggle with Ultra HD™ lens clarity, 3DPlane Molded lens technology, HiPER® lens technology, six-point locking tabs, and a next-gen sweat management system.

  • ARmatic™ Goggle

    Goggle model listed among new arrivals on the official site.

  • A2 sunglasses

    Runner-specific sunglasses delivering modern style and sport-ready functionality.

Sources5 sources

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