28 years ago, Ricky Carmichael, one of the most iconic figures in motocross history, unwittingly became the subject of what would later be considered the most expensive—and widely seen—photograph in the sport’s history. As the 1997 Detroit Supercross approaches, it’s the perfect time to revisit the story of how a simple moment captured by photographer David St. Onge transformed into an image that would go on to be featured in Oakley’s marketing materials and even end up on a massive billboard along I-405.
The story begins at the 1997 Detroit Supercross, where Carmichael, a rising star at the time, was competing in what seemed like another routine race. Little did anyone know, that moment would become iconic. St. Onge, a talented photographer known for his eye for raw, action-packed motocross moments, was on hand to document the event. He managed to capture Carmichael mid-air, in a moment that perfectly embodied the grace and skill that the young rider was becoming known for.
This particular shot, which showcased Carmichael soaring through the air above the dirt track, perfectly encapsulated the essence of motocross: speed, agility, and daring. St. Onge, recognizing the potential of the photograph, submitted it to Oakley, one of the leading brands in motocross eyewear. Oakley’s marketing team quickly saw the image’s potential and decided to use it in their advertising campaign.
What followed next was a turn of events no one could have predicted. Oakley took the image, transforming it into one of their most memorable advertisements. The photograph was plastered across various marketing materials, including magazines, posters, and eventually a huge billboard along the busy I-405 freeway in Southern California, one of the most highly trafficked highways in the United States. The ad was not only seen by millions of drivers but also by fans across the world, cementing Carmichael’s image in motocross culture.
The photograph soon became legendary, not just for its visual appeal but also for its role in cementing Carmichael’s place in motocross history. What was once an ordinary moment during a race turned into a global symbol of motocross talent and daring. The image was also one of the most expensive ever to be used in the sport, due to its widespread exposure and high-profile placement.
In retrospect, Carmichael didn’t even realize the full impact of that image at the time. He was simply focused on his career, which would go on to include an extraordinary string of victories and championships. However, for the sport’s fans and the industry at large, the photo marked the beginning of an era, one that highlighted Carmichael’s ascent to superstardom.
As the Detroit Supercross approaches again this year, it’s a fitting moment to look back at the iconic image from 1997, reminding us all of the unexpected moments in sports that shape legends and leave an indelible mark on history.
