Ken Block and Lifestyle Automotive Brand Hoonigan Dissect What It Means to Live Life Sideways

The rally driver speaks on his team, Gymkhana and the importance of the right tire.

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You may have seen him drifting the sand dunes of Dubai or pulling perfect donuts outside of Randy’s Donuts, but who — or what — is Ken Block and his team Hoonigan? Once known as the Monster World Rally Team, “Hoonigan Racing Division” is the brainchild of one Ken Block, an internationally known and awe-inspiring rally driver from Long Beach, California. His brand Hoonigan has set the bar for an automotive lifestyle that’s based on bringing back the fun into car culture — modification, appreciation and “hooning” or general anti-social behavior concerning cars by driving too loud, too fast or too sideways. The brand has thus become synonymous within the “hooniverse” for its out-of-this-world driving skills executed by Block during his world rally cross championships and his internet-famous showcases of ultra-precision drifting under the Gymkhana series.

We hung out with chief brand officer Brian Scotto and the man, Ken Block, himself to dissect just exactly what Hoonigan and Gymkhana is, why the perfect set up of 650 horsepower Ford Fiesta and perfectly configured Toyo Tires means everything, and the overall message Hoonigan wants to spread across the world: “have fun.”

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