Axtion Factory launches youth apparel brand with Plessinger, Tomac and Hodges
A new youth apparel brand is targeting the powersports market with licensed collections from three prominent motorcycle athletes. San Diego-based Axtion Factory Corp. has launched its children’s apparel line with official collaborations featuring Supercross and Pro Motocross champion Aaron Plessinger, multiple-time champion Eli Tomac and freeride phenom Axell Hodges.
Founded by powersports industry sales veteran Darren Sanford and designer Austin Millsap, Axtion Factory operates under the motto “Little Products for Big Dreamers.” The company is offering its products through powersports dealers nationwide, as well as direct-to-consumer sales.
The launch collection is aimed at children from infants through age 12 and includes race jerseys, T-shirts, hoodies, backpacks, bamboo pajamas and plush blankets. The company’s back-to-school launch includes backpacks, T-shirts and hoodies, with pajamas and additional categories scheduled to roll out through fall and the 2026 holiday season.
Each athlete has a dedicated collection built around his personal identity and style. Plessinger’s AP7 collection draws on his motocross roots and admiration for NASCAR legend Dale Earnhardt, while Tomac’s ET3 collection incorporates his Team USA racing background and American patriotism. Hodges’ SlayCo collection features the rider’s distinctive flames, cheetah and zebra graphics.
Sanford said the brand aims to connect young fans with the athletes they admire while emphasizing the riders’ lives outside competition.
“We chose Aaron, Eli, and Axell because of who they are off the bike, not just what they’ve done on it,” Sanford, Axtion Factory co-founder and CEO, says. “Kids need real people to look up to, and these guys deliver.”
Sanford brings nearly four decades of powersports sales experience to the venture, with previous work representing brands including Oakley, No Fear, One Industries and Fasthouse, along with current lines such as Alpinestars, 100%, 6D, LS2 and FMF.
Millsap, Axtion Factory’s chief design officer and co-founder, spent nearly eight years with Troy Lee Designs and has worked on apparel and marketing projects for brands including 6D Helmets, FMF, Pro Circuit and Simpson Motorcycles. His design portfolio also includes athlete merchandise and collaborations involving Tomac and other professional racers.
Millsap said his own childhood passion for motocross and action sports helped shape the new company. “I want more than ever to shine light on the inspirational athletes/humans who have followed their dreams to the highest level,” Millsap said. “Together, I think we can really stoke out some kids, contribute to the culture and create some things that people want to hold on to forever.”
Axtion Factory said it plans to expand its athlete collaborations and product categories through 2027. The company is currently selling its products through its website and powersports dealers nationwide.
