Industry News 9/9/2016

SONIC Tools, Troy Lee Designs Launch Innovative Partnership

AUBURN, AL – SONIC Tools – a Dutch-based hand tool, toolbox and storage solution company announces a multi-year partnership with Troy Lee Designs.

The partnership moves SONIC Tools into the supercross and motocross world alongside Troy Lee Designs, an amazing company fueled by the power of design and technology. TLD offers a complete line of helmets, apparel and premium protection for off-road motorcycling and bicycling, sportswear and accessories, and operating the TLD / GoPro / KTM supercross and motocross team.

“This partnership brings a hint of innovation to the way riders will think about buying tools to bring to the track,” said SONIC Tools Chief Marketing Officer Colby McConnell. “We anticipate bringing The SONIC Difference which will impact every rider as they buy their first tool set as well as the seasoned professional. SONIC’s world-class tools combined with its revolutionary organization will transform how one works with and around their bikes.”

SONIC Tools and TLD both take great pride in the design and development of products, replacing conventional ideas with out-of-the-box thinking. By addressing the demands of professional technicians and professional racers alike, SONIC Tools and TLD deliver innovation to everyone.

“Bringing SONIC on board the team is great. Their tools and toolboxes are state of the art,” said Troy Lee, owner of Troy Lee Designs. “Our mechanics will now have the finest tools available to keep our bikes dialed in. We are also looking forward to the collaborated toolsets that SONIC/TLD will be producing and selling through both SONIC’s and TLD’s dealer networks in the near future."

About SONIC Tools

SONIC Tools, headquartered in Auburn, Alabama, and with primary facilities in the Netherlands and Germany, is a market leader in the design and manufacture of professional-grade hand tools, toolbox solutions and storage systems. SONIC’s innovative products are found in the world’s most progressive automotive enterprises, including race teams, OEM operations, aftermarket businesses and personal garages. SONIC is an official supplier of Volkswagen Automotive Group in Germany. SONIC Tools is the official tool of the International Motor Sports Association, with tools being used by affiliate teams and the IMSA organization. To learn more, please visit and

About Troy Lee Designs

For over 30 years, Troy Lee Designs has been customizing helmets “for the worlds fastest racers”. TLD’s relentless commitment to creating products that exceed the cutting edge of style, design and quality, has earned them the reputation as an innovator in many different fields of racing. Troy Lee Designs has since expanded into a full force operation, offering a complete line of helmets, apparel and premium protection for off-road motorcycling and bicycling, sportswear and accessories, and operating the TLD Supercross and Motocross Teams. Based in Corona California, Troy Lee Designs has a global network of distributors.