The brand 100 percent was founded in the 1980s in the United States. Initially specialising in motocross equipment and accessories, they used to equip some of the biggest names in this field. From then on, the brand gradually established itself in the world of BMX racing, then road and mountain biking. Beyond their innovative style, the brand's credo is "How much effort do you give?" inspiring a new generation of racers to give it their all.