Yoko partners with MXGP
The Finnish brand will increase its visibility both on and off the track.
The textile equipment producer, which started out manufacturing motocross apparel in 1977, has made a strong return to the MXGP series in the last few years. The same trend will continue in 2019, as the Finnish brand has signed a multi-year co-operation agreement with YouthStream, the promoter behind the Motocross World Championship. Via the agreement, Yoko will be visible in MXGP TV broadcasts, trackside ads, prize ceremony walls, event advertising, as well as accompanying materials.
“The opportunity to join the MXGP series came through Technical Touch, a Belgian company that also operates in the background of our subsidiary Yoko Europe. During the last few years, we have been heavily committed to product development and domestic marketing, but getting back among the top motocross brands worldwide requires international marketing efforts as well. Motonet is a strong partner in domestic distribution, and in addition to European distribution partnerships, we have our own online store. Just last week we published a release about motocross legend Stefan Everts becoming a shareholder in Yoko, but the biggest news regarding partnership this season is still yet to come,” Yoko Sports CEO Jani Gustafsson promises.
Juha Tirinen and Kaija Gustafsson established Yoko in 1977. Their first product was a Finnish baseball mitt, after which the company began to produce motocross gear as well. The motocross gear was a success and several World and American Championships were won wearing Yoko. In 1983, Yoko successfully transitioned into cross-country skiing as well. Yoko was the first brand to use Gore-Tex materials in its motorcycle suits in 1987. By 1994, its primary focus had become skiing apparel and in 2013 expanded into manufacturing skis, poles, and ski boots. In 2016 all of Yoko’s product ranges were reunited under the same banner when Yoko Sports reacquired its motorcycle wear manufacturing license. Yoko’s current product selection features goods for off-road and street motorcycling, ski suits, poles and boots, skis, as well as cycling, snowmobile, and team wear.
Words: Jani Gustafsson