A dangerous choice

100% fights against the counterfeits that put its reputation at risk


Domains found offering counterfeits


Value of fakes removed to date


Estimated return on investment

The Challenge

100%, the brand that dominates the motocross goggles market in America, discovered fake versions of their products in a number of Chinese marketplaces, such as Aliexpress and Alibaba, but also on Facebook and Instagram. When it became apparent that all their time, money, and reputation were in danger, they tried to fix it themselves. But given the scale of the issue, they weren’t able to make enough of an impact.

The Solution

According to Costello, their design is a critical element of their products. They invest a great deal of time and money into the development and quality of their optics and lenses, and the materials are chosen and designed for athletes. When they discovered the counterfeits online, they could not believe it. They got in contact with Red Points since they knew that they couldn’t handle it by themselves and that the only way to solve this online problem would be a technological solution.

The Result

100% has been using Red Points for over a year now, and more than 121,377 infringing products have been removed, which represents a success rate of 96.9%. Counterfeits have been found on more than 1,164 online platforms: on marketplaces, domains, and social media.


100% is an original brand that was launched in 2012, starting with motocross goggles and expanding into performance eyewear, mountain biking gear, and helmets, producing a wide variety of high-performance products for athletes. The company employs just over 40 employees in San Diego and several other people in various locations around the world.

Sports industry
San Diego, California, USA

“It’s the speed and the volume, and the ability to attack hundreds of listings at once – I think that’s the biggest advantage”


Estimated ROI

Francis Costello,
COO at 100%


100%, originally launched in the early 1980s, now dominates the motocross goggles market in America. According to COO Frank Costello, 100%’s design is a critical element of their products. They invest a great deal of time and money into the development and quality of their optics and lenses, and the materials are chosen and designed for athletes. The result is a world-class product that keeps high-performance athletes protected.

A risk to customers and brand reputation

100% takes a great deal of care with the quality and design of their products, especially those which keep their customers protected, like goggles and helmets. However, they can’t monitor the quality of a counterfeit, which often provides nearly zero protection. So when customers buy fake 100% products, fooled into thinking they’re authentic products, they run the risk of putting themselves in danger.
Not only that, once these customers receive the counterfeit product, if they don’t know that it’s a fake, 100% reputation would take a real hit. The perception of their products will worsen, and negative word of mouth may start to spread.

Fakes threaten brand partnerships

Few companies work in isolation, and 100% is no exception. They manufacture through two partners, one in France for their lenses, and the other in Italy, their frame manufacturers. These partners have been selected to deliver 100% of products at the highest quality and level of design, and a strong, mutual trust has been built.
But counterfeiters can undermine this trust, not only with suppliers but with retailers, distributors, and other partners. Once a brand becomes a victim of counterfeiting, all these potential partners will second-guess the brand and the risks that may come from working together.

A scalable solution

Before using Red Points’ technological solution, 100% simply waited for customers or distributors around the world to notice a listing and tell them about it. Meanwhile, countless fakes went undetected and were being sold online. But now, this reactive brand protection has become proactive in a huge way. Red Points has enforced nearly 30,000 accounts selling 100% counterfeits online in the 20 months they’ve been providing brand protection.
Nowadays, however, Red Points is finding them and taking the majority down within minutes. As Costello says, the platform is very easy to use in finding counterfeit products using information that 100% provides. This makes their life easier since they can focus on product innovation and development.
When the American brand discovered there were thousands of counterfeit products online, they tried to take them down individually. However, they realized this was almost impossible and time-consuming – all that time they were investing in this, they were not working on their design. When they decided to take action on it, they realized that the only possible solution to this virus online would be technology. They got in contact with Red Points, and they could see that their issue would be well handled.
“Instead of waiting for a customer in Australia or a distributor in Germany to notice a listing and tell us about it, Red Points is practically finding them.”

The ROI of brand protection

After some months with Red Points on board, 100% realized that their technological partners were taking down thousands of listings, which let the American company focus on their job and grow exponentially. Moreover, they felt relief that consumers were not given counterfeits without realizing it – as this could have seriously damaged their brand image since they cannot monitor the quality of a counterfeit. As 100% explains, online brand reputation is extremely important regarding sales and partners with other companies. Thanks to all the listings Red Points took down, they managed to maintain their strong, hard-earned reputation.
“All of those who have a problem with a counterfeit or are concerned about protecting their intellectual property it’s critical that you have a way to quickly address these listings. Red Points has done that for us.”