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Tucker Rocky adds industry veteran as design director

News release

Not everyone is in a position to have their passion become their profession. However industry veteran Michael MacGregor is living the dream! The avid street and off-road rider has signed on as Design Director for AMP Factory. An acronym for “Answer/Malcolm Smith Racing/ProTaper,” AMP Factory is the new name for the performance apparel division of Tucker Rocky/Bikers Choice.

Michael MacGregor

Michael MacGregor

In his new role, MacGregor will coordinate and direct the creative design, product design, development and execution for all three of these brands, says Phil Davy, Senior Director Apparel Brands, Tucker Rocky/Biker's Choice. “There are some other surprises in the works from AMP Factory, which Michael will have a critical role in,” he adds.

“Mac will be developing concepts for product design and inventions; handling media and advertising, establishing brand identity, overseeing packaging, web design and event activations,” says Davy. “We are really looking forward to working with Michael to make AMP Factory a force to be reckoned with.”

Tall order, but after 11 years with Helmet House where he was involved with product design, sourcing, product development and marketing for their proprietary and distributed brands, and more recently in the trenches with Scorpion handling everything from helmet and apparel design to race team support, marketing and PR, MacGregor is experienced in all aspects of brand building. More importantly, he rides, so he understands the customers!

“I caught motorcycle fever in the sixth grade when I moved from the city out to the country in Agoura Hills,” MacGregor says. Starting with a neighbor's Z-50, he progressed through a series of bikes, including a Gemini 80, XR-75, YZ-80, CR-125 and a CR-250 by the time he went to Arizona State University, where he majored in marketing. "Today, my main machines are an '08 YZF-R1 for the street and a 2004 DR-Z400 with electric start because I'm old," he jokes. He also has vintage gems stashed in his garage as well.

During the past decade, MacGregor has developed and brought a number of products to market, including technical street and off-road riding apparel, footwear, casual wear and licensed apparel. However his skills extend beyond the realm of riding gear as he also co-invented a patented luggage mounting system and a number of point of purchase fixtures. “I am amped to be brought into the mix at AMP Factory,” he says. “The collective strength of these brands is amazing… and the potential for growth is almost unlimited!”

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