Bihr adds "Bubba" Stewart's Seven MX gear brand
Distributed in the United Kingdom since 2016 by Race FX Ltd. - which became a subsidiary of the Bihr group in 2021 - the Seven gear brand of MX race, riding and casual apparel is now available throughout the Bihr distribution network in Europe (excluding Italy).
Founded by American race legend and AMA Hall of Fame inductee James "Bubba" Stewart in 2013 - "to take the protection and quality of athlete gear to new heights" - Bihr says that "with his fierce competitiveness and passion for performance, James set out to assemble a team of like-minded creatives and visionaries who would help him redesign the future".
"Today, as a team and a family, Seven continues to push the boundaries, just as James did throughout his career," said Jaimy Scevenels, Bihr VP of Brand and Product. "We are happy to welcome Seven to the Bihr team. Seven really elevates our motocross apparel program and we are excited to now being able to offer it to Bihr dealers throughout our network."
Christophe Piron, CEO of Bihr, said: "We are proud of this partnership with this iconic brand. With the addition of Seven to the portfolio of brands distributed by Bihr, we will be able to meet the demand for premium off-road equipment."
Stewart, who earned the nickname "The Fastest Man on the Planet", scored 68 total career Supercross and 48 Motocross wins. He was a seven-time Loretta Lynn's Amateur National Motocross Champion, a two-time Motocross Des Nations Champion, three-time National Motocross Champion, and two-time Supercross Champion of the World.
Commenting on the expansion of his relationship with Bihr, Stewart is quoted as saying: "Our two brands match perfectly. The prospect of combining our brand with the Bihr distribution system was impossible to resist. This is a genuine 'win-win' for both our businesses and for passionate racers and riders throughout Europe."
