Turning Miles into Vision

What started as a solo ride across Route 66 in the dead of winter became the foundation for something much bigger. I’m James Allaband, and like many great business stories, mine began with frustration—specifically, the frustration of spending eight hours in motorcycle gear that felt more like corporate armor than authentic riding equipment.

Scenic Route 66 landscape at sunset capturing the moment of inspiration

That January 2025 journey from Chicago to the open road wasn’t just about escaping winter. Somewhere around Arizona, watching the desert paint itself in sunset colors from my bike, I realized the gear industry was missing something fundamental: the soul of what it actually means to ride. By the time I reached Abilene two weeks later, three notebooks were filled with sketches, and MartyRider was born.

The Road to Leadership

My path to founding MartyRider wasn’t conventional, but it was authentic. After earning my business administration degree from the University of Illinois at Chicago in 2000, I started where many motorcycle enthusiasts do—selling Harleys in Chicago. Those early days taught me that riders don’t just buy gear; they invest in their identity.

classic Harley dealership to modern MartyRider office

Twenty-four years in the apparel industry followed, climbing from sales floors to executive boardrooms. As senior marketing director at a major outdoor gear manufacturer, I learned the intricacies of performance materials and lifestyle branding. But more importantly, I built relationships with designers, manufacturers, and fellow riders who shared my vision of what motorcycle gear could become.

In 2018, I completed executive education at Northwestern’s Kellogg School of Management—not because I needed another credential, but because I knew entrepreneurship required a different mindset than corporate leadership.

Building Something Real

MartyRider isn’t just another apparel company. We’re a bridge between the raw authenticity of motorcycle culture and the sophisticated demands of modern riders. Our design team works from our Texas headquarters, while our manufacturing partners span from Portland to Oakland to carefully selected workshops in Asia.

What sets us apart isn’t just quality—though our commitment to uncompromising craftsmanship is non-negotiable. It’s our understanding that your gear should reflect who you are. For riders, that means capturing both boldness and precision in everything you wear.

Leadership Philosophy

I believe in leading by example, not by mandate. Our team—including Design Wizard Sarah Chen and Community Connection specialist Michael Rodriguez—operates on five core principles: authenticity, quality, community, innovation, and freedom. These aren’t just corporate buzzwords; they’re the values that guide every decision we make.

Motorcycle culture runs deeper than transportation. It represents the ultimate expression of personal liberty, and that philosophy permeates everything we do at MartyRider.

Beyond the Office

When I’m not sketching new designs or meeting with manufacturing partners, you’ll find me on the Pacific Coast Highway at sunrise—still my favorite ride after all these years. The three notebooks from that original Route 66 trip still sit on my desk, reminding me that the best business ideas often come from the most personal frustrations. Every day at MartyRider, we’re working to solve those frustrations for riders everywhere.

Ready to experience gear that truly reflects who you are as a rider? Connect with me and the MartyRider team to discover what authentic motorcycle lifestyle products can do for your next adventure.

James on his motorcycle during a sunrise ride on PCH