From the 1960’s the sport of motocross has developed, and from the start O'NEAL has been one of the pioneers and innovators of MX gear. Jim O'NEAL was a MX rider during the birth and initial growth of the sport. Jim was driven by a need to help his fellow riders (and himself) achieve more on bikes with equipment that was designed specifically for their needs. These same ideals inspired O'NEAL to enter the mountain bike market in Europe and the USA in the late 80s.

Right from the start product development was a central part of O'NEAL’s philosophy. The types of bikes people were riding, and the tracks they chose to explore, heavily influenced what products O'NEAL made. From the beginning O'NEAL looked to leading manufacturing processes and material technology to assist and protect riders who were seeking to push the boundaries of what a man (or woman) on two wheels could do. This philosophy is still very much central to O'NEAL's product development today.