JT Racing USA
JT Racing USA is a privately held direct-to-consumer e-commerce retailer operating through its Shopify storefront, selling motocross riding gear (jerseys, pants, gloves) and heritage lifestyle apparel to motocross riders, vintage racing enthusiasts, and lifestyle consumers, monetized via one-time unit sales and limited-edition brand collaborations.
- Company typePrivate
- Founded1960
- HeadquartersIrvine, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What JT Racing USA does
JT Racing USA is a direct-to-consumer e-commerce retailer specializing in motocross and motorsports riding gear and heritage lifestyle apparel, operating exclusively through its Shopify storefront at jtracingusa.com. The company is operated by ELP Brands (with the Privacy Policy referencing I Imagined, LLC) and distributes from a single warehouse/returns facility in San Bernardino, California, with contact and legal jurisdiction based in Miami, Florida. The product portfolio centers on motocross jerseys, pants, and a tiered proprietary glove technology stack — Life-Line (dual-layer comfort with Clarino palm and silicone grips, revived from 1970s heritage), Pro-Lite (strategic padding for impact absorption), Pro-Lite Premium (high-level performance tier), Vintage Leather (retro styling), Heritage IX (90s-inspired designs), and Flex-Guard (integrated knuckle protection) — alongside lifestyle categories including jackets, headwear, sweatshirts, t-shirts, stickers, and bags. Pricing is unit-based, ranging from $10 accessories to $299 varsity jackets, with bundle kits priced $150–$259.99 and free domestic shipping over $150.
The business model is pure DTC: no wholesale, marketplace, or third-party retail distribution is indicated. Demand is generated through organic social (Facebook, Instagram, Pinterest), an email newsletter, and limited-edition collaboration drops. Marquee partnerships include JT x Honda, JT x Suzuki, JT x Camel Supercross, JT x Coors Extra Gold, and JT x ECKO UNLTD, alongside a minor collaboration with the Santa Cruz Maniaccs team — these co-branded collections function as the primary demand-generation and differentiation lever, leveraging an extensive archive of 1970s–1990s racing liveries. International orders are fulfilled via USPS Airmail, Priority, and Express Mail, though Hawaii, Alaska, and military destinations are excluded. The company serves three customer segments: motocross/off-road riders (primary), motocross lifestyle and heritage enthusiasts, and amateur/vintage racers, with no named enterprise customers, B2B contracts, or recurring revenue component.
JT Racing USA firmographics
Firmographics- Name
- JT Racing USA
- Legal name
- ELP Brands
- Website
- https://jtracingusa.com
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- JT Racing USA is a privately held direct-to-consumer e-commerce retailer operating through its Shopify storefront, selling motocross riding gear (jerseys, pants, gloves) and heritage lifestyle apparel to motocross riders, vintage racing enthusiasts, and lifestyle consumers, monetized via one-time unit sales and limited-edition brand collaborations.
- Ownership category
- akta.pro rank
JT Racing USA industry classification
Industry- Product category
- Motocross and Motorsports Apparel
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)
- akta.pro secondary industries
- Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Motorsports & Powersports Gear & Accessories Retail (CRAMABAN), Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)
Keywords
Where JT Racing USA is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
JT Racing USA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time sale of motocross riding gear and lifestyle apparel through owned e-commerce platform. Products include jerseys, pants, gloves, jackets, hoodies, headwear, and accessories. Revenue generated per transaction with no recurring component.
- Collaboration/Limited Edition Products: Special collaboration products with brands like ECKO UNLTD, Honda, Suzuki, Coors Extra Gold, and Camel Supercross. These limited-edition items command premium pricing and drive urgency-based purchasing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories and stickers |
| Unit Pricing | Pay-as-you-go | Standard motocross gear - gloves and basic apparel |
| Unit Pricing | Pay-as-you-go | Premium apparel - pants, jerseys, outerwear |
| Unit Pricing | Pay-as-you-go | Bundle/combo products |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
JT Racing USA product offering
Product offeringCore offering
JT Racing USA is a direct-to-consumer e-commerce brand that designs, sources, and sells motocross riding gear and lifestyle apparel under the revived JT Racing heritage label. Its core assortment includes motocross jerseys, pants, and a multi-line racing glove portfolio (Life-Line, Pro-Lite, Pro-Lite Premium, Vintage Leather, Heritage IX, Flex-Guard), supplemented by lifestyle apparel (jackets, hoodies, t-shirts, headwear) and branded accessories. Revenue is generated primarily through one-time product sales, with limited-edition collaborations (Honda, Suzuki, ECKO UNLTD, Camel Supercross, Coors Extra Gold) and themed design collections serving as key demand and pricing levers.
Product overview
JT Racing USA is an e-commerce retailer specializing in motocross and motorsports riding gear and lifestyle apparel. The core product portfolio centers on motocross jerseys, pants, and racing gloves, organized into distinct product lines: Life-Line gloves for maximum-strength heritage performance, Pro-Lite and Pro-Lite Premium for high-quality racing gloves, Vintage Leather for retro styling, Heritage IX for 90s-inspired designs, and Flex-Guard for protective gloves with integrated knuckle protection. Beyond riding gear, JT Racing USA offers lifestyle products including jackets, headwear, t-shirts, and sweatshirts. The brand features multiple brand collaborations including JT x ECKO UNLTD, JT x Honda, JT x Suzuki, JT x Coors Extra Gold, and JT x Camel Supercross collections. Design-themed collections include Dalmatian, 90's Swash, 90's Flame, Bad Bones, and Americana. The company also sells MX gear bundles and accessories like stickers and bags. The entire product catalog is available through the Shopify-powered e-commerce store with free domestic shipping on orders over $150.
Differentiator
Problem solved
Functional benefit
Brands
- JT Racing USA: Primary brand for motocross apparel and gear including jerseys, pants, gloves, jackets, and lifestyle clothing.
Products and services
- JT Racing Motocross Jerseys
Quantifiable outcome
- Over 40 years of racing heritage and product refinement supported by world's most dominant riders
Companies that use JT Racing USA
Customer profileSegments3 records
Ideal customer profiles3 records
JT Racing USA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
JT Racing USA partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- HondaflagshipLongstanding collaboration celebrating Honda's iconic race teams from the 1970s and 1980s. The JT x Honda collection features authentic replica designs inspired by official Honda race team gear, including jerseys, pants, jackets, and accessories. The partnership leverages one of the most legendary associations in motocross history.
- SuzukiflagshipCollaboration celebrating the iconic Suzuki partnership in motocross history. The JT Racing × Suzuki collection brings classic motocross heritage to modern performance gear, featuring race-ready jerseys, pants, and riding apparel inspired by Suzuki race teams.
- Camel SupercrosscoreCollaboration celebrating the legendary Camel Supercross series that defined stadium racing in the sport's golden years. Features retro-inspired jerseys, pants, and riding gear blending vintage motocross heritage with modern comfort and performance.
- Coors Extra GoldcoreCollection celebrating the bold era of motocross style inspired by the unmistakable Coors Extra Gold branding from 90s motorsports culture. Blends retro graphics with modern motocross performance gear, featuring jerseys, pants, and riding apparel.
- ECKO UNLTDcoreECKO UNLTD × JT Racing USA collaboration described as 'more than a collaboration—it's a reconnection to a legacy that's always been part of the brand's DNA.' Made for riders who never stop pushing forward. Features jerseys and gloves with bold, contemporary designs.
- Santa Cruz ManiaccsminorLimited collaboration with Santa Cruz Maniaccs motocross team featuring Pro-Lite gloves. A niche partnership targeting the brand's dedicated rider community.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
JT Racing USA competitors and assessment
Company assessmentDirect peers
- Fox Racing: Fox Racing is the dominant motocross apparel and gear brand in the U.S., selling motocross jerseys, pants, gloves, and helmets through DTC and wholesale. It competes head-to-head with JT Racing USA in the same product categories and customer base of motocross and off-road riders.
- Alpinestars: Alpinestars is a leading global manufacturer of motocross, motorcycle, and motorsports protective apparel and gear. It is directly comparable to JT Racing USA across MX jerseys, pants, gloves, and protective equipment for motocross riders.
- Thor MX: Thor MX is a long-established motocross apparel and protective gear brand offering jerseys, pants, gloves, and helmets. It serves the same MX/off-road rider segment as JT Racing USA with a similar product mix and rider-focused positioning.
- Troy Lee Designs: Troy Lee Designs is a motocross and mountain bike apparel and helmet brand known for bold graphics and premium positioning. It competes directly with JT Racing USA in MX jerseys, pants, gloves, and lifestyle apparel with strong heritage appeal.
- O'Neal Racing: O'Neal Racing manufactures motocross riding gear including jerseys, pants, gloves, and boots. It serves the same off-road and motocross rider base as JT Racing USA and has comparable mid-tier positioning.
- Shift MX: Shift MX is a motocross apparel brand offering jerseys, pants, gloves, and casual wear. It is comparable to JT Racing USA in targeting motocross riders and lifestyle consumers with similar price points and DTC distribution.
- Fasthouse: Fasthouse is a motocross-inspired apparel and lifestyle brand blending racing heritage with streetwear aesthetics. It shares JT Racing USA's strategy of heritage-driven design, lifestyle crossover, and collaboration-led product drops.
Emerging players
- Answer Racing: Answer Racing is a heritage motocross apparel brand with roots in the 1970s-80s era similar to JT Racing. It offers comparable jerseys, pants, and gloves but at lower scale and brand recognition, making it an emerging competitor in the same heritage-MX niche.
- EVS Sports: EVS Sports specializes in protective motocross gear including knee braces, chest protectors, and impact protection. It overlaps with JT Racing USA's protective Flex-Guard glove technology segment and serves the same safety-conscious MX rider.
Broad incumbents
- Bell Helmets: Bell Helmets is a major incumbent in motorsports protective equipment including motocross helmets and gear. While not apparel-focused like JT Racing USA, it is a broad industry incumbent with overlapping rider customers and product categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
JT Racing USA social profiles
Digital presenceJT Racing USA financial estimates
Financial estimateRevenue estimate
Valuation estimate
JT Racing USA leadership team
Management profileNumber of profiles
JT Racing USA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JT Racing USA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about JT Racing USA
What does JT Racing USA do?
JT Racing USA is a direct-to-consumer e-commerce brand that designs, sources, and sells motocross riding gear and lifestyle apparel under the revived JT Racing heritage label. Its core assortment includes motocross jerseys, pants, and a multi-line racing glove portfolio (Life-Line, Pro-Lite, Pro-Lite Premium, Vintage Leather, Heritage IX, Flex-Guard), supplemented by lifestyle apparel (jackets, hoodies, t-shirts, headwear) and branded accessories. Revenue is generated primarily through one-time product sales, with limited-edition collaborations (Honda, Suzuki, ECKO UNLTD, Camel Supercross, Coors Extra Gold) and themed design collections serving as key demand and pricing levers.
Is JT Racing USA a public or private company?
JT Racing USA is a private company. It is classified as unknown and is currently operating.
When was JT Racing USA founded?
JT Racing USA was founded in 1960. It employs 1 to 10 people.
Where is JT Racing USA based?
JT Racing USA is headquartered in Irvine, United States, in the North America region.
How does JT Racing USA make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are collaboration/Limited Edition Products.
Who are JT Racing USA's main competitors?
Direct peers on record are Fox Racing, Alpinestars, Thor MX, Troy Lee Designs, O'Neal Racing, Shift MX and Fasthouse. Emerging players are Answer Racing and EVS Sports. Bell Helmets is listed as a broad incumbent.
Does JT Racing USA have an API?
No public API is recorded for JT Racing USA.
What industry is JT Racing USA in?
JT Racing USA's product category is Motocross and Motorsports Apparel. Its primary akta.pro industry code is CRAMANAG, Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro), with a secondary code of CRAMANAA, Motorcycle Riding Gear & Apparel Retail. Its NAICS code is 45911 and its SIC code is 5600.