No Fear was founded in 1990 in Carlsbad, California by twin brothers Mark and Brian Simo. The company grew rapidly and is cited by many as “the original action sports company,” as right from the onset, No Fear worked with athletes from radically different sporting backgrounds. Initially, No Fear focused its efforts on motocross racers, surfers, auto racers, snowboarders and BMX racers. No Fear has positioned the brand to more of a “core” youth audience. This target of 12-to-24 year-old males is made up of opinion leaders who flock to and embrace alternative sports and music as part of their everyday lifestyle.