Surfwear makers riding wave of motocross popularity. (Up Front).

Image and lifestyle are everything for Orange County's surfwear makers. They pitch the freedom of riding crystal blue surf and the cool vibe of rebellious skaters and snowboarders.

Now comes motocross.

Motorcycles. Dirt. Desert riding. Cheap beer in aluminum cans. The 909 area code.

Not exactly what people have in mind when they think of Orange County's surf crowd. But for some surfwear companies, motocross is a good fit.

"Like surf companies promote their beach cultures, those guys are promoting their 909 culture," said Greg "G.T" Tomlinson, vice president of marketing and sales at San Clemente sunglasses maker Von Zipper, part of Irvine surfwear designer Billabong USA. "Their attitude and their energy is a perfect fit for what we do."

As a sport, motocross counts two main elements: supercross, or motorcycle racing, and freestyle, which includes jump contests by motorcycle riders.

Motocross shares something in common with surfing and skateboarding. Athletes rely on their own ability and get to express creativity.

Marketing vehicle

Plus, it hugs the wild side. "Those guys are stuntmen with some skills," Tomlinson said. "They're totally promoting their lifestyle."

That's one reason for the interest by Von Zipper, which makes motocross goggles. "When you move in off the coast, (motocross riders) fill up stadiums every weekend," Tomlinson said. "That's an incredible marketing vehicle that we can tap into."

Foothill Ranch-based Sole Technology Inc., which makes skate footwear brands Etnies and Emerica, among others, was one of the first to get into motocross six years ago when the company put together a team of riders who are promoted along with its team skaters, BMX riders, snowboarders and surfers.

"Motocross is very appealing to people of all ages, especially younger kids," said Matt Chapman, Etnies moto team manager. "There are several guys on our snowboard team that ride, a couple on our surf team and a few on the skate team as well."

Sole doesn't make motocross gear, but riders pepper their bikes and helmets with Etnies stickers and wear Etnies clothes. "A lot of fans check out what they're wearing," Chapman said. "We get a lot of coverage in magazines and on TV. We had 14 or 15 covers last year."

Other brands haven't gone as far as sponsoring riders but still have gotten caught up in the motocross scene.

Many riders choose to sport apparel from local names, even if they're not sponsored by them. Favorites include Costa Mesa-based Volcom, Nike Inc.'s Hurley International in Costa Mesa and Electric Visual Evolution of San Clemente.

"You'll never see the top riders wearing mainstream brands. They'll always associate with lifestyle brands," said Scott Bowers, vice president of sports marketing for Foothill Ranch-based Oakley Inc., which sponsors motocross riders.

Why the renewed interest in motocross, which was hot in the 1970s and dipped in the 1980s?

"We're enjoying a big upsurge primarily because of increased exposure and accessibility," Bowers said.

Effect of TV

Dirt bike sales reflect the shift.

The Motorcycle Industry Counsel forecast 2002 dirt bike unit sales to come in at 278,359, up 39 percent from 2001, according to Warren Johnson, spokesman for Morgan Hill-based Fox Racing Inc., the leading motocross gear maker that recently opened an Irvine office.

Average price of a bike: $3,800.

Fox has branched out into the action sports market with sportswear and other apparel. "We began to support riders in BMX, mountain biking, skating and surfing years later because we identified the huge crossover in these sports," Johnson said.

Media exposure also is fueling growth.

Supercross races are televised and freestyle motocross contests get big play on ESPN's X-Games and the Gravity Games. Plus, Santa Fe Springs-based Vans Inc. has pushed the sport with its nationally televised Triple Crown Series. "It continues to bring more credibility to motocross," Bowers said.

Even Huntington Beach-based Quiksilver Inc. has gotten in on the action with its entertainment division. The surfwear maker doesn't sponsor athletes or make motocross gear, but it highlights the sport alongside surf, skate, snowboarding and BMX in its new TV show "54321" on Fox Sports Net.

"Action sport shows offer the viewer the opportunity to see all of their favorite "extreme" sports in one program," Johnson said. "This is logical since the crossover between the sports is huge."

That doesn't mean it's a good fit for every surf company. Most of them haven't delved into the category, perhaps because of the clash of images between surf and motocross.

"It really depends on the brand," Bowers said. "Sometimes if a brand moves out of their area of expertise it can be viewed as disconnecting" from their roots and backfire.