100%, based in San Diego, California, is an independent premium sports brand with a focus in performance eyewear, technical apparel, and sports protection. 100% empowers the most demanding athletes with the performance technologies and gear they need to compete at the top of a wide variety of sports.

The roots of 100% date back to 1982 when the superstars of Motocross wore the original 100% logo as a badge of honor on their race gear and helmets. Today, 100% is inspiring a whole new generation of athletes in various disciplines of sport, and asking them the original tagline: “How much effort do you give?”

The 100% brand boasts an impressive roster of athletes including seven-time Tour de France Green Jersey winner, and three-time road cycling World Champ, Peter Sagan; two-time 450 AMA Supercross champion Cooper Webb; Olympic Gold Medalist, UCI cross-country mountain bike world, and European Champ Jolanda Neff; Five-time UCI downhill world champ Loïc Bruni; #1 ranked long-course Triathlete in the World, Gustav Iden; Olympic Gold Medalist and X-Games Champion snowboard superstar Zoi Sadowski-Synnott; Olympic Gold Medalist Freestyle Skier Nico Porteous; four-time Olympic Gold medaling biathlon sensation, Johannes Thingnes Boe; MLB star San Diego Padres Fernando Tatis Jr.