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Part 1: Carmichael takes an “unbelievable” $4.7 million guarantee Ricky Carmichael’s phone rang. Looking at the name on the small display, he knew taking this call determined where he would spend the rest of his professional motorcycle racing career. Deep down, he didn’t want to make changes but that was before his agent found a … Continued
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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
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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
