FOX Racing Shox launched new lifestyle micro-site when-it-counts.com. The site drive people from ad campaigns to experience FOX behind-the-scenes actions, get in-depth interviews of our athletes (pro, amateur, and FOX employees) and then direct them to the main site global for more in-depth product info once they’re hooked. When It Counts is meant to grow and change, we will constantly be updating it and adding new athletes, videos and new advertising.