Monza Imports Shift/Fox Launch.

How do you make sure the launch of the latest Shift, Fox and Pod motocross (MX) apparel - and the entrance of the new Shift logo - gets some serious involvement and buy-in from retailers? You go beyond clothes racks, stylish displays and speeches. You do something way different and unexpected - something to get them all into gear.

Welcome to ride club...

The fun and mystery began for the 350 attendees at the Palace Theatre in Melbourne soon after a welcome drink and a short presentation.

After being told to don white coveralls they were led on a backstage, fire stairs route to the secret sanctum of the Shift Ride Club - a caged in bike track, complete with hay bales, Monster Energy grid girls and some very nasty, hyper-fast Braaap mini-bikes. American extreme sports host Jerry Bernardo fueled the night with his authentic (Crusty Demons) hard-core commentary and his race challenge to all comers.

The DJ kept spinning, the drinks kept coming and the bikes went round and round in a fury of go hard competition and all out fun. The client was totally stoked. Monza are the largest importers and distributors in Australia of specialty MX gear, and the Kojo crew saw this 2 night event as an opportunity to make sure Monza stayed in the lead with the best and latest, and a launch event that everyone would remember.

Mission accomplished.