Axtion Factory is ready to get young rippers racing back to school in style with the launch of its youth apparel brand to powersports retailers nationwide. The initial drop includes licensing partnerships with three icons of modern motorcycle culture: Aaron Plessinger (AP7), Eli Tomac (ET3) and freeride phenom Axell Hodges (SlayCo). The brand was founded by powersports sales veteran Darren Sanford and his son Austin Millsap, a designer who’s worked with many top industry brands including Troy Lee Designs and 6D, as well as creating official merchandise for Red Bull, Eli Tomac, Justin Cooper and many more.
“After three decades of selling other people’s dreams, it was time to think about our own,” says Darren Sanford, Axtion Factory co-founder and CEO. “Austin and I have been around this industry our entire lives. We chose Aaron, Eli, and Axell because of who they are off the bike, not just what they’ve done on it. Kids need real people to look up to, and these guys deliver… Little Products for Big Dreamers is more than a motto for us, it’s the whole point.”
Sanford’s connection to motorcycles spans his entire life. Born into a motorcycle family in 1970, he began racing motocross as a child before turning off-road. He earned pro-level status with factory Suzuki support and took home 250cc class wins at both the Baja 500 and Baja 1000 in the early 1990s. His career has spanned nearly four decades as a sales rep for many of powersports’ most recognized brands, from Oakley, No Fear, One Industries and Fasthouse to current lines including Alpinestars, 100%, 6D, LS2, FMF, Melin and many more.
“I grew up with lightning bolts on my helmet because of Bob Hannah, and I wanted to be like Mike Bell after he won the Superbowl of Motocross in 1980,” Sanford says. “The riders I looked up to as a kid shaped who I became. That’s the feeling we’re trying to support for the next generation.”
Axtion Factory’s 2026 collection is set to include authentic race-jersey and bamboo pajamas, signature backpacks, plush blankets, T-shirts, and hoodies — all featuring authentic rider signature graphics. The brand launches with a back-to-school offering of backpacks, T-shirts and hoodies, with pajamas and additional categories rolling out through fall and holiday 2026. More Details available at:
