Troy Lee Designs

Troy Lee Designs, commonly abbreviated as TLD, is an American action-sports brand based in Corona, California. Its business combines custom helmet painting with the design and sale of equipment and apparel for motocross, mountain biking, and related cycling disciplines. The company is best known for visually distinctive helmets, jerseys, gloves, pants, protective equipment, and racing-oriented clothing. The business grew out of founder Troy Lee’s activities in Southern California motocross. Lee, the son of artist and motorcycle racer Larry Lee and grandson of Bonneville Speed Trials co-founder Marvin Lee, initially pursued professional racing while painting helmets for professional motocross competitors. He eventually shifted his focus from racing to custom paintwork. The company’s early products included customized helmet visors, some of which Lee vacuum-formed in an oven at his mother’s home in Corona. The resulting plastic fumes prompted a move away from the family house and eventually led the operation to a hangar at Corona Municipal Airport. The airport location shaped the company’s early development. Because the lease required a substantial aviation-related component, Lee also painted registration numbers on private aircraft. During this period, the business continued to build its reputation for custom finishes while developing products for riders. Troy Lee Designs later worked with Japanese helmet manufacturer Shoei on mountain-bike helmet development. By the early 1990s, the company had moved into a purpose-built facility near its original airport location and had expanded beyond paintwork into mountain-bike helmets, apparel, visors, stickers, and sportswear. TLD began developing a dedicated motocross-apparel range in the late 1990s. By the mid-2000s, the portfolio had become a broader line covering motocross and mountain-bike apparel, helmets, and protective gear. The brand’s product strategy has generally connected technical performance with strong graphics and racing identity, reflecting Lee’s background as a helmet artist and the company’s involvement in competitive riding. Racing has been an important part of TLD’s marketing and product-development profile. In 2001, Lee established a supermoto team featuring himself, Jeremy McGrath, and Jeff Ward, with support from Honda and Red Bull. The team later expanded and included riders such as Doug Henry, Chris Fillmore, and Cassidy Anderson. It won multiple AMA Supermoto titles from 2004 through 2006 in the 250cc and 450cc classes. These activities helped associate TLD with professional competition and gave the company a platform for testing and promoting its equipment. In 2003, the company moved into the former Ganahl Lumber building in Corona. The facility included a showroom and a museum displaying Lee’s collection of sports memorabilia, reinforcing the connection between the brand, racing culture, and custom design. TLD products are distributed internationally through networks covering North America, Europe, Oceania, Asia, and South America. In the United States, the brand has been sold through specialist and outdoor retailers as well as online distributors. Troy Lee Designs remains a privately held business run by its namesake founder and co-owned with investment partners associated with Fasthouse. Its current identity rests on the combination of custom artistic design, motocross heritage, mountain-bike equipment, protective technology, and participation in action-sports culture.

Troy Lee Designs originated in Southern California in 1981, when Troy Lee began turning his experience as a motocross rider and helmet painter into a dedicated business. Lee came from a family connected to both art and motorsport: his father was artist and motorcycle racer Larry Lee, while his grandfather was associated with the Bonneville Speed Trials. Lee initially painted helmets for professional motocross friends while attempting to establish himself as a racer. The demand for his work ultimately led him to devote himself to helmet painting and related products. The company’s earliest manufacturing activities were modest. Lee produced custom helmet visors and vacuum-formed them in an oven at his mother’s Corona home. The fumes from melting plastic made the arrangement impractical, so the operation moved to a hangar at Corona Municipal Airport. Airport-lease requirements led TLD to perform aviation-related work, including painting registration numbers on private aircraft. This unusual early mix of motorcycle, aviation, and custom-art services helped sustain the young business while its core identity developed. TLD subsequently broadened its product ambitions. Lee worked with Japanese helmet manufacturer Shoei on mountain-bike helmet development, and the business expanded into helmets, apparel, visors, stickers, and sportswear. In 1991, operations moved from the airport to a newly constructed building in a nearby business park. The relocation accompanied a gradual shift from a custom paint shop toward a branded equipment company. During the late 1990s, Troy Lee Designs began developing a dedicated motocross-apparel line. By 2004, its range covered motocross and mountain-bike apparel, helmets, and protective gear. The company’s visual language remained closely linked to custom paintwork, racing graphics, and the founder’s personal reputation within off-road sports. Racing became a major component of the company’s public profile. In 2001, Troy Lee formed a supermoto team with riders including Jeremy McGrath and Jeff Ward. Honda supplied equipment support and Red Bull served as a title sponsor. The team later grew to include Doug Henry, Chris Fillmore, and Cassidy Anderson. It achieved multiple AMA Supermoto titles between 2004 and 2006 in both the 250cc and 450cc categories, giving TLD competitive visibility beyond its custom-painting origins. In 2003, TLD moved into the former Ganahl Lumber building in Corona. The site included a showroom and a museum displaying Troy Lee’s sports memorabilia collection. The building functioned as both a business facility and a physical expression of the brand’s racing heritage. The company’s distribution network later expanded internationally. Products were made available through distributors in countries and regions including Canada, the United Kingdom, continental Europe, Australia, New Zealand, Japan, the Philippines, Argentina, and Peru. In the United States, sales included specialist motorsport, outdoor, sporting-goods, and online retailers. Troy Lee Designs is privately held. The business is run by Troy Lee and is co-owned with investment partners associated with Fasthouse. Its modern business remains centered on motocross and mountain biking, with helmets, clothing, gloves, pants, visors, and protective equipment supported by the brand’s long-running association with racing and custom design.

• 2006

  Supermoto title period concludes

  [1]Troy Lee Designsen.wikipedia.org

  The TLD-backed team’s documented run of multiple AMA Supermoto titles between 2004 and 2006 includes championships in the 250cc and 450cc classes.

• 2004

  Full motocross and mountain-bike range established

  [1]Troy Lee Designsen.wikipedia.org

  The company’s portfolio has grown into a full line of motocross and mountain-bike apparel, helmets, and protective equipment.

• 2003

  Move to the former Ganahl Lumber building

  [1]Troy Lee Designsen.wikipedia.org

  TLD moves into a historic Corona building that includes a showroom and a museum of Troy Lee’s sports memorabilia.

• 2001

  Supermoto racing team is formed

  [1]Troy Lee Designsen.wikipedia.org

  Troy Lee forms a supermoto team featuring himself, Jeremy McGrath, and Jeff Ward, with support from Honda and Red Bull.

• 1998

  Motocross apparel development begins

  [1]Troy Lee Designsen.wikipedia.org

  TLD starts developing a dedicated motocross-apparel line, extending the business beyond custom painting and mountain-bike products.

• 1991

  Operations move to a purpose-built facility

  [1]Troy Lee Designsen.wikipedia.org

  The company relocates from its Corona Municipal Airport hangar to a newly constructed building in a nearby business park as its product range expands.

• 1981

  Troy Lee Designs is founded

  [1]Troy Lee Designsen.wikipedia.org

  Troy Lee establishes the business in Southern California, initially focusing on custom-painted motocross helmets and related visor work.

A design-led, performance-oriented action-sports brand that combines custom helmet artistry with technical motocross and mountain-bike equipment. TLD emphasizes racing credibility, distinctive graphics, rider protection, and California action-sports culture.

• Custom design service · 1981

  Custom-painted helmets

  Custom helmet painting is the company’s historical foundation and remains central to its identity. Troy Lee originally built the business by painting motocross helmets for professional riders, using the work to establish a recognizable visual style based on detailed graphics, racing influences, and individualized finishes.

• Motorsport protective equipment

  Motocross helmets

  TLD’s motocross helmet range extends the company’s original custom-painting expertise into branded protective equipment. These products are designed for off-road motorcycle use and are marketed alongside the company’s jerseys, pants, gloves, and other racing equipment.

• Cycling protective equipment

  Mountain-bike helmets

  Mountain-bike helmets became an important early expansion category, including products developed in cooperation with Shoei. The line supports the needs of mountain-bike riders and complements TLD’s broader range of technical apparel and protective gear.

• Technical sportswear · 1998

  Motocross and mountain-bike apparel

  The apparel portfolio includes jerseys, pants, gloves, and related riding clothing for motocross and mountain biking. The range combines sport-specific functionality with TLD’s graphic-led design language and racing-oriented brand identity.

• Rider protection

  Protective gear

  Protective equipment forms a major part of the modern TLD assortment. It is intended for off-road motorcycle and mountain-bike applications and is positioned as a complement to helmets and technical riding apparel.

• Helmet accessories · 1981

  Helmet visors

  Helmet visors were among the company’s first manufactured products. Initially custom-made by Troy Lee, visors helped the business move from a paint-focused operation toward a broader range of motocross and cycling accessories.

• 2001Troy Lee Designs Supermoto Team

  United States

  TLD created a team for the newly established AMA Supermoto national championship series. Troy Lee competed alongside Jeremy McGrath and Jeff Ward, with Honda equipment support and Red Bull as a title sponsor.

  Outcome. The team expanded with additional riders and won multiple AMA Supermoto titles from 2004 through 2006 in the 250cc and 450cc classes.

  Source

• 2001

  Invest in professional supermoto racingStrategy

  Background

  TLD sought to strengthen its connection with competitive action sports and promote its equipment through a visible racing program.

  Action taken

  Troy Lee formed a supermoto team with prominent riders and secured support from Honda and Red Bull.

  Aftermath

  The program grew and produced multiple AMA Supermoto championships during the 2004–2006 period.

  Source

• 1998

  Expand into dedicated motocross apparelStrategy

  Background

  The company had built its reputation through custom helmet painting, visors, and mountain-bike products.

  Action taken

  TLD began developing a dedicated motocross-apparel line, later expanding it into a broader clothing and protective-equipment business.

  Aftermath

  By 2004, the company offered a full motocross and mountain-bike range covering apparel, helmets, and protective gear.

  Source

1. 1Troy Lee Designsen.wikipedia.org
2. 2D3O Signs Troy Lee Designs Ambassador Teambicycleretailer.com
3. 3Wow Wow Classic Waffles Announces Sponsorship of Troy Lee Designs/Red Bull/GasGas Motocross Factory Racing Team, In Continued Support of Feeding America®prweb.com