The first 150 days of building absent have brought dozens of lessons both in business and in life. I am learning each day how critical perseverance is to the success of an idea because it takes an intentional ignorance of negative circumstances to wake up each day and continue to put your nose down. Here is a peek into the thoughts and feelings I have experienced this summer, and a bit more about where absent is headed.

Motocross has everything it needs to be a sporting icon… just not an industry that wants to see it win. For global recognition to happen, the brand/customer relationship must heal, and the industry needs to decide who is willing to sacrifice for the greater good of the sport.

Motocross used to have a visual identity that felt bold and recognizable to the culture around it, but today everything feels more cautious and fragmented. The sport has more reach than ever, but if it wants to create the same emotional connection it once had- designers, teams, and brands need to take more creative risks, build stronger identities, and focus on creating culture instead of just staying consistent.