Perceived as an elitist engineering brand focused solely on race results, FOX lacked the human connection behind its performance story. Dialed is a behind-the-scenes content series that redefined how FOX shows up in mountain bike racing. Spanning five UCI Downhill World Cup seasons with daily, high-production-value coverage, it showcased the emotional and technical collaboration between FOX's race team and athletes—turning feedback into performance, and confidence into results. By revealing the people, passion, and unwavering support behind every podium finish, Dialed repositioned FOX from a faceless performance brand to one that truly has your back.
Role: Creative Direction
Host: Jordi Cortes - Videographers: Jake Frew, Shaffer Nickel - Concept/identity: Fox Creative Dep