Press Release | July 31, 2024
Big news out of the moto industry as Troy Lee Designs announced the original founder, Troy Lee himself, is buying back the company and moving it forward as an independent entity. The move comes after TLD was purchased by the 2Ride Group back in 2022.
Troy Lee will continue to play a crucial role as the chairman, strategic brand advisor, and inspirational leader of the brand. “I’m incredibly passionate about our brand and our future,” said Troy Lee. “With strong leadership and dedicated partners, I’m stoked for what’s ahead. Peace & Wheelies!”
Troy Lee Designs has announced that it will be moving forward as an independent company as the founder, Troy Lee, has bought back his brand.
This is a press release from TLD…
Corona, CA (July 31, 2024) – Troy Lee Designs is excited to announce a significant evolution in its ownership structure, moving forward as an independent company. This pivotal shift, by founder Troy Lee, backed by a world-class American family, marks a new chapter for the iconic brand.
With this new ownership status, Troy Lee Designs is set to channel its renewed energy into the Fall 2024 season and beyond. The company is committed to securing prominent positions in the bike and motocross helmet and technical apparel markets. Enhanced investments will enable Troy Lee Designs to deliver exceptional products, including helmets, technical gear, protection, and sportswear, to our valued dealers, distributors, consumers and enthusiasts.
Jon-Erik Burleson, CEO of Troy Lee Designs, expressed his enthusiasm: “Over the past nine months, with the invaluable support of 2Ride, we have built a robust platform. As an independent company, we are now equipped to grow and unlock the full potential of the premium brand that Troy Lee Designs is destined to be.”
A statement from 2Ride Group: “2Ride Group is very pleased to see Troy Lee Designs coming back to its iconic founder. The brand’s return to independence should give it the agility it needs to strengthen its market positioning with an ‘Art & Speed’ approach. We wish them the greatest success!”
During the transition, Troy Lee Designs will assist 2Ride Group portfolio brands with distribution across North America.
Troy Lee Designs is renowned for its quality and excellence in helmets, technical gear, protection, and sportswear. Originally celebrated for its unique helmet designs for top racers, the brand is distinguished by its unparalleled artistry, inspired by its famous paint shop, and reflected in its helmet and gear designs.
Learn more about TLD at https://troyleedesigns.com/
