Ride Live be is a way of life for us. RLB was inspired by a few guys who Ride dirt bikes and race motocross, Ride mountain bikes, wake surf and love everything about Action sports. RLB was born and raised in the heartland of America. Indiana!

We believe in these 3 words because of what they mean to us:
Ride: is about the free feeling we have when we are out there doing what we do. It doesn't matter if you are on a Skate board, Surf Board, Scooter, Motorcycle, Race car, BMX, Mountain or Road Bike. You know the feeling we are talking about!
Live: is about living your life to the fullest, each day like it may be your last and not letting anything just pass you by. It is about staying in the fast lane when everyone else is telling you to get in the slow lane. Live with confidence, enthusiasm, without fear and always being positive!
be: is being yourself. Not acting the the way the world wants you to but being free to say and be who you are. Never being ashamed of not fitting in. Always looking to expressing yourself in the way you Ride. Showing you zest for life by the way you Live. And letting the world know that you know who you are by the way you be.

The Fuel brand was built from the young and hungry counter culture of the early 1990s, all which had a burning desire to push themselves and the action sports beyond the edge. Not settling for mediocrity, Fuel created a brand that takes chances, pushes the envelope and never takes no for answer.
The company was established on these principles and Fueling the fire within ourselves. Fuel’s foundation was built on supporting the Skate, Snow, Surf, Moto, Music and Racing lifestyle since our 1992 inception. These core elements bring our clothing brand together and enable us to Fuel the fire within each and every one of us.

The essence of Fuel is to make apparel for those whose passion burns deep inside and can only be satisfied by living life to the fullest. The Fuel family understands that the needs and designs best come from ones who live it and breathe it every day.

What’s your Fuel?
Shane Levi Gould

Our Mission
To develop, manufacture and distribute apparel, footwear and accessories for motorsport and cycle riding, for every level of riding skills: from beginner to champion. To help riders achieve and go beyond their limits in sports, thus better defining who they are as persons and enrich their lives and well being through the activity of those sports.

Our Vision
To become a Worldwide leading brand in the motorsport and cycle riding accessories market through empowering the AXO brand and through acquisition of authoritative and complementary brands.

Our Values
Financial wisdom: financials are the indicator of our current activity, the mirror of our past activity and the premises to our future.

People: shareholders, employees, business partners, stakeholders and athletes associated with AXO are one team, leading our company. They all benefit from the enthusiasm of working for AXO and simultaneously they are the ones bringing enthusiasm into the company.

Sport: sport is not just our business: it is part of our lives helping us actively understand our business and increasing our well being. Innovation: innovation is to be developed in every aspect of our business: products, services and all of our activities.

Our Name
AXO is from the Italian "asso", which stands for ace or the winner. The "ss" was changed to "X" because our very first products were MX boots.
AXO in the beginning was also written with the 3 Greek letters Alpha Chi Omega and that adds another meaning. Alpha and Omega are the first and last letter of the Greek alphabet and they are also meant to represent the beginning and the end. Therefore AXO is a complete choice in the X sports.

Our History
AXO Sport was established in 1978 and immediately became industry leader in footwear, clothing and protective apparel for motorcycle enthusiasts. Initially focused on the off-road, AXO quickly broadened its range of products. Today AXO provides its customers with a full set of gear from head-to-toe for street and motocross riding. AXO’s range of products is constantly evolving; new and innovative items are developed daily, to suit the needs and ever-changing tastes in the motorcycle apparel market. Super-moto and free-styling are now part of AXO’s priorities and a mountain-biking collection has recently been added to AXO’s catalogue. Not to mention the lifestyle collection, which suits motorcycle lovers when off the bike. In 2003 Axo America Inc. was established; it is a vibrant commercial center and an important R&D location. Based in California, AXO America researches the American market at the core, to expand and improve AXO’s collection and explore international trends.

AXO put together a crew who is dedicated to the two wheels; the design and R&D departments are on a continuous quest to find the best materials and design applications for racing and riding. This restless effort brought AXO at the top and made it a reference brand internationally in its market. To keep this real, AXO sponsors riders in MotoGp, Superbike, Supercross, Motocross, Supermoto and other side championships. Technicians and designers work together, using sophisticated machinery to guarantee the best quality of our products and to offer the highest safety to all riders. Today, AXO is the only brand that can give its riders all they need from head-to-toe for both off-road and street riding; this confirms that customer satisfaction and product diversification are our main goals.

We understand the needs of all riders, because we are riders ourselves, and we are the first to test our products. In creating our items we also follow the advice of our champions, who, with more experience and sensitivity, can better test suits, helmets and boots in extreme situations: on the tarmac at 300 km/h, over a triple or through a mud bog!