01/24/2013 10:54 am ET Updated Dec 06, 2017

Behind the Brand: Brian Deegan

X Games champion and pro athlete Brian Deegan is no stranger to fear and pain...

Growing up in the Midwest, Brian wasn't a typical kid by any definition. His dad wanted him to play football, but Brian wasn't very tall or muscular. He was more interested in anything that had a motor and could propel him at high speeds. He loved the rush and would race anyone on anything that moved. Brian saved his money and bought his first dirt bike, and from that first ride he never let off the gas.

This need for speed combined with a fierce competitive spirit helped him become one of the best in the biz at an early age and served him well in business. With some success as a racer under his belt, Brian branched out and started an apparel brand called Metal Mulisha that helped define the rider lifestyle for him and millions of fans. Later, Brian hooked up with Ford Motor Company and added rally car driving to his motorsports racing pedigree. Within a year, he was a champion there.

In this episode of Behind the Brand, host Bryan Elliott talks with X Games rally car driver and Step-up motorcycle jump gold metal winner Brian Deegan about overcoming fear and pain to reinvent himself and his brand late in his career.

Brian talks about how he uses Facebook, Instagram, Twitter and Youtube to reach and engage his audience. He also gives tips to new start-ups about building their business and brand using the Internet, how to leverage experiential in-person events and more.