Time Flies When You’re Winning: Jett Lawrence’s Customizable JettPak Goggle
Designed to match Jett Lawrence's versatile style and championship pedigree, the JettPak™ goggle offers unparalleled customization and performance.
Unlike any other goggle on the market, its strap logos can be instantly swapped using Velcro patches. Riders can personalize this Armega® goggle to match their gear or mood with four distinct looks: reflective silver, vibrant pink, cool turquoise, or striking red. Each patch boldly merges Jett's iconic #18 and his reigning #1 to create a unique 100Percent® graphic, paying tribute to the Champ.
Featuring our proprietary HiPER® Mirror Red Lens technology to enhance depth-of-field with enhanced colors and contrast, this premium lens is precisely etched with Jett’s #18 and provides championship clarity to spot the fastest lines on any track.
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READ THE INTERVIEW
Jett Lawrence, 100% Pro Athlete, on his 2025 Limited Edition Armega Goggle
What drew you to 100% as a brand—was it the legacy, the innovation, or something more personal?
Jett Lawrence: Personally, I was drawn to the brand because of the name: 100%—to always give it 100% no matter what you’re doing in life and racing.
What details of the new Limited Edition pack are most important to you?
Jett Lawrence: For me, the best part of the new goggle is the freedom of styling. You can make the goggle look however you want it to be for yourself—that’s one of the key details that I love so much about it and it’s important to me.
The colorways of the velcro-logos on the strap are all different—what inspired those choices?
Jett Lawrence: I think it’s cool to have different colors because different people like different colors. But, for me, I always like to switch things up—I like one color this week, and a different color the next week. For me, the new JettPack represents the best of all the different colors I like on a goggle—and what I wear during the week and on the bike, as well.
How does the design of these goggles reflect your personality or racing style?
Jett Lawrence: I think these new goggles reflect my personal style of how I dress in the paddock and represent my fashion off the bike.
Do you see this collab as part of your legacy in the sport?
Jett Lawrence: It’s gonna be a cool change in the legacies of goggles, of style, and customizing yourself. I feel it’s gonna have a big impact on goggles.
What message do you hope fans take away when they see/use your signature goggles?
Jett Lawrence: I hope the fans love it. I hope people love the creativity that you can get with running different logos on the strap. It isn’t strictly one design or colorway—that’s what I hope people love.
How does this partnership elevate your connection with fans and younger riders?
Jett Lawrence: I feel like my partnership with 100% gets me closer to younger athletes and fans—by running my goggles, and using the same stuff I do. As a kid, I always wanted to run the same stuff as the pros—so the new JettPack is a cool way to give the kids what I wanted when I was a kid.
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The JettPak includes one Armega goggle, a premium goggle case, a matching goggle bag, eight interchangeable patches and two exclusive stickers.
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Behind the Scenes with the 100Percent Creative Team
Keep reading to learn more about the unique concept behind the “Time Flies When You’re Winning” campaign for the 2025 Jett Lawrence JettPak—with full details behind the photo shoot from Stuart Alfano, 100Percent Senior Art Director and Photographer.
Where did the creative concept come from?
Stuart Alfano: It came from a collaboration with the whole creative team—Marc Blanchard, Russ Koza and I—at 100Percent. It all stemmed from the travel case that the new goggles come in. We wanted to visually elaborate on the travel aesthetic, as well as take “jet” quite literally, and have fun with the concept of planes and airports.
How did you find the location for the shoot? Where is it?
Stuart Alfano: Eero Saarinen is a famous architect that built it back in around 1962. It operated as the old TWA Flight Center, and today it's a fully functioning hotel. It’s actually attached to JFK Airport and is just behind an active runway.
What do you appreciate most about this concept?
Stuart Alfano: As for the location, it’s aesthetically very pleasing, it's fun, and different. With a typical moto product release, you’d expect to see a lot of dirt bike riding in it—you'd probably see the person wearing it and riding with it. But with this concept and location, we had more of a story behind focusing on the case itself.
The “time flies when you're winning” tagline came out quickly as the theme—with Jett winning everything. I really like when there's an ability to bring in a tagline like that. And it lines up perfectly with the 1960’s era of the location’s aesthetic, the style, and the “Mad Men” era with that focus on the vibe of the advertising era where you have a super killer tagline and the message was a huge part of it all. So it kind of pays homage to that era.
Was it difficult to get a dirt bike out on the old runway?
Stuart Alfano: The hotel staff were super accommodating when we sort of presented the idea of “hey, can we get a dirt bike out here and have Jett ride wheelies down this runway with the plane in the back?” In the back of your head, you’re thinking they're gonna say, “Absolutely not.” And then 30 minutes later, Jett cranks up his bike and is wheeling off the runway. They helped make it happen.
What were the biggest challenges you faced during the shoot?
Stuart Alfano: Just timing. When we came up with the idea Jett playing all the roles—like he's playing himself, but he’s also the guy at check-in, he's the guy at the front counter, he’s the agent, he's the pilot. That tripled the amount of setup time for each shot. We had to compose each shot so we could fit him in the frame twice—and all the outfit changes.
What was one of the most memorable moments from the shoot?
Stuart Alfano: Definitely with Jett playing all the characters. I mean the whole thing was really fun and you can kind of tell that in the video and some of the imagery.
There are a lot of subtle details with the shoot—any Easter eggs that fans should look for?
Stuart Alfano: We did a bunch of small little Easter eggs, like his logo on the headrests of all the seats or the 100percent logo on the plane. There was the big, still functioning, Solari board. It’s an old school ticker board where the letters change one at a time to display flight information. The whole thing is just like a mechanical switchboard and so we had to go in and sort of map out each little one-inch by one-inch square to make the 100Percent logo pop up—that wasn’t subtle in size, but still an impactful detail. Even the little boarding pass ticket thing that was used as a prop. There were a lot of supporting assets. It's cool to see it all piece together.
Missed the Jett Easter Eggs? Watch the Video Again
What do you want fans to take from this?
Stuart Alfano: Hopefully people are stoked on another cool capsule that we've been able to create with Jett. And, you know, just enjoy the creative side of it. I feel like we're always able to do things a bit differently as a brand and kind of push the limits to do stuff that's maybe a bit different. I hope it's received in a different, but positive way. And I hope people are enjoying watching it because it was fun to do with him.
