John Koperwas
Motocross racing was firmly gaining traction among youth and adolescent in America during the late 1960’s; however, motocross racing’s national popularity was not catalyzed until Bruce Brown’s theatrical release of On Any Sunday (2). On Any Sunday was released in 1971 and would capitalize on the idea of the American Dream. The film captured the unique talents of differing motocross professionals—featuring Hollywood star Steve McQueen, a positive association was developed, and motocross racing became a part of the American identity (3). Motocross athletes were depicted as free-spirited Americans’ whom others aspire to be (3). Motocross athletes were labeled as professionals that live a highly organized life—exploring America in pursuit of the next venue (3). Motocross athletes wore suits, had families and treated their motocross bike as an extension of themselves—largely portraying a positive decorum (3).
In the 1970’s motocross racing was for children, adults, men and women alike. Motocross racing was advertised as an All-American pastime for all walks of life (3). Motocross bikes were mostly accessible; although the value of some motocross bikes was approaching the national median average of a home—$44,000; there were motocross bikes available that a student working part-time could afford (4). Spaces to ride were abundant, riding in local parks was—unlike in 2020—acceptable and racing venues were being created to meet a newfound demand (4).
Today—2020—AMA motocross promoters have seemingly indulged a different and narrower audience to grow motocross racing’s popularity and commercial interest. And this may reflect restrictions imposed on motocross bikes, including emission and usage control. Resultantly, motocross racing is broadcasted differently, but who is motocross racing for today, and why?
Today motocross racing’s target audience is not the All-American, but a select demographic of male youth and adolescent. Motocross racing has delved into a niche of motorsport, extreme-sport and counter-culture enthusiasts. Subsequently, motocross racing’s portrayal by mixed media has transformed to appease likely consumers. Similarly, the theme of sponsors and the decorum of motocross athletes has changed reciprocally to the construction of consumer demands. The collective effort of promoters, mixed media, sponsors and motocross athletes has framed motocross racing as a sport largely for personas that are willing to engage in extreme risk and hooliganism; this behavior is somewhat thought of as uneducated.
Freestyle motocross broke into the public sphere during 1999 X-Games San Francisco (5). Broadcasting and a record-breaking attendance of 275,000 people would play a role in transforming the public’s perspective of motocross racing and embody 15-year old Travis Pastrana as motocross racing’s champion (5).
Freestyle motocross is thought to have evolved from freestyle bicycle motocross (BMX)—sharing a similar vein of competition but with amplified risk (2). Freestyle motocross athletes launch themselves and their motocross bikes from storied ramps, performing increasingly daring and artful tricks to impress judges and fans alike. Freestyle motocross is inherently dangerous, and life-transforming injuries are not uncommon (6). Travis has endured countless injuries, including a dislocated spine, broken back and more than two dozen concussions; however, his injuries did not discourage him from expanding the envelope of ability in motocross racing (6). The 2000 X-Games San Francisco saw motocross athletes attempting unprecedented flips—amplifying the consequences of an error. Travis crashed while attempting a backflip and broke his foot; motocross athletes—legends—like Jeremy Lusk have died during competition (5). Speculatively, the rate of competition is sometimes exceeding the ability of motocross athletes, partly explaining an increasing incidence in injuries and injury severity.
The public’s perspective of motocross racing was transforming at the turn of the century partly due to motocross racing spotlighting Travis Pastrana and an increasing difficulty for motocross athletes.
Travis Pastrana is a professional motocross athlete; although it appeared that Travis was unsafely gambling with his life for something undefined—Travis has shared that his most uneducated decisions were always underpinned by practice and permissible risk (7). Conversely, mixed media chose not to focus on the latter; rather, commentators often referred to motocross athletes like Travis as nutjobs (8). Motocross athletes were not characterized as professionals but as daredevils by mixed media. Furthermore, mixed media conveniently minimized the frequency and severity of injuries endured by motocross athletes—choosing to spotlight fame and success instead. Probably, a subculture of motocross racing among amateur male youth and adolescent has spawned that broadcasts and performs dangerous tricks. Today, countless videos showcasing mostly failed dangerous tricks and serious injuries are available. Motocross racing’s reputation of professionalism and progressive safety is devolving into a sport that mainly encourages dangerous behavior and appeals to risktakers. This can be partly attributed to mixed media’s celebration of dangerous tricks, blurred focus on injuries and actively characterizing motocross athletes as unprofessional and hooligans.
Mixed media is not solely responsible for transforming the public’s perspective of motocross racing—many freestyle motocross athletes were publicly driving hooliganism.
Metal Mulisha precedes the public inception of freestyle motocross; founded in 1997, Metal Mulisha is a group of professional motocross athletes that introduced a lifestyle contradictory to the traditional values of motocross racing—denoted by a skull emblem (9). Opposed to racing at AMA sanctioned venues—Metal Mulisha would race in sometimes illegal locations, including private beaches and sand dunes. Metal Mulisha forgave the value of safety—often performing without appropriate safety equipment. Metal Mulisha parties and performs death-defying tricks—capturing an audience through the projection of unprofessionalism; subsequently, flipping public perspectives of motocross racing upside down.
Contrary to popular belief—the original members of Metal Mulisha were all decorated motocross athletes. Metal Mulisha conveniently did not share the countless unsuccessful attempts and practice required to perfect impossible tricks; rather, Metal Mulisha brought the successful attempts and associated hooliganism to light. Metal Mulisha deceptively portrayed motocross racing; however, brought a new persona of counterculture into the sport of motocross racing.
Metal Mulisha’s commercial success has welcomed a new demographic into motocross racing; ultimately increasing motocross racing’s popularity. Metal Mulisha helped transform the public’s perception of motocross racing by behaving unprofessionally and engaging in extreme risk.
Both broadcasted freestyle motocross racing and Metal Mulisha continue to misinform the public of the challenges and hardships endured by motocross athletes. Resultantly, perceptions of accessibility have ostensibly improved in motocross racing, improving the likelihood of novel involvement.
The title sponsors of motocross racing championships are mainly energy drinks; for example, the AMA supercross championships has been headlined by Monster Energy since 2008 (10). Interestingly, motocross championships during the 1970’s were sponsored largely by more socially acceptable commercial products, including Toyota and Coca-Cola (1). Rather, energy drinks are often thought of as an uneducated choice of beverage; this is partly explained by the known negative health implications of energy drinks (11). Yet, energy drinks like Monster Energy, Red Bull, and Rockstar are communicated as the choice beverage for motocross athletes (12). The latter implicates motocross athletes as either uneducated or indifferent to unhealthy behavior.
The highlights of motocross racing are victory celebrations, rivalries, tricks, passes, accidents and poor decorum from motocross athletes (12). Mixed media favors the dirty block passes of Justin Barcia opposed to the clean passes of Marvin Musquin. Mixed media indirectly encourages motocross athletes to race aggressively and combatively; trashing the elegance motocross racing once embraced. Mixed media celebrates unprofessional behavior; subsequently, athletes adopt unprofessional behavior to appease constructed demands. Unsportsmanlike and unprofessional conduct sells— this is reflected by an increasing popularity in motocross racing.