2018 Shift Black Label G.I. Fro 20th Anniversary Jersey-XL Pure Jeff Emig, Pure Shift. In 1997, Shift and Jeff Emig set out to do things differently, crafting a narrative that would send reverberations through the sport for decades to come. One hot July day in Unadilla, Jeff showed up in an all-black cotton jersey, camo race pants, and the heart of a champion. The bold look was backed up by a sizzling performance on the track; Emig decimated the field and went 1 - 1 in the 250 class. This proved to set the tone for the remainder of the season as Jeff dominated the outdoor series for his second consecutive 250 AMA MX title, winning 17 of the 26 motos that year.