Dean Wilson | Feel At One

INSTAGRAM | @deanwilson15
INSTAGRAM | @lululemonmen

Over the years a number of outside the industry brands have stepped in and supported riders, from skate shoes to video games, and the most recent trend seems to be in fitness-minded clothing. It makes sense when you consider how athletic the top riders in the sport are and the booming business that has developed with technical, comfortable threads. Dean Wilson picked up an Elite Ambassador deal from lululemon men a few seasons back and the company just released a very well-done short-form video that touches on Wilson’s efforts to remain on a factory team, plus the importance of his father Andy in his program. 

It’s excellent to see a brand from outside our circle take notice of moto and even if this isn’t the million-dollar injection of sponsorship that we all want to see in Supercross, it’s a sign that racing and the physicality of the riders are on the radar of brands like lululemon.