Skip to content
We Went Fast

Tag: Oakley

The Most Expensive Photo in Motocross History

By Brett Smith

In the spring of 1997, a mysterious 4×6-in. snapshot of Ricky Carmichael showed up in Oakley’s marketing department. Nobody knew who took the photo, yet it became a key marketing asset. With a camera slung over his shoulder, David St. Onge walked down an arena hallway looking for something to shoot, something worthy of a … Continued

Ep. #23 The Most Expensive Photo in Motocross History

By Brett Smith

In the spring of 1997, a mysterious 4×6-in. snapshot showed up in the marketing department of Oakley. The subject was one of their young riders, 17-year-old Ricky Carmichael, laying his motorcycle flat at the Silverdome. It was a mystery because nobody knew who took the photo. The decision to run with the image, including using … Continued