Aftermarket wheel giant Wheel Pros brings lifestyle and content behemoth Hoonigan, and it’s superstar Ken Block, into the fold.
Ken Block’s Gymkhana series changed the game for automotive video, not to mention automotive performance in the rally space (and really all types of competitive driving). Block’s mastery of the wheel, along with the sharp, breathless production of the Gymkhana videos launched an industry, one that Block took the reins of with Hoonigan, partnering with 0-60 Magazine Editor-in-Chief Brian Scotto to create the motorsport-lifestyle brand. Now, aftermarket wheel manufacturer Wheel Pros has acquired the company, with Block, Scotto, and Hoonigan president Jennifer van Dijjk staying on.
From the Wheel Pros website, “This is a very exciting opportunity for Hoonigan to continue to expand and serve its ever-growing audience,” said Mr. Block. “We have had the chance to work closely with the Wheel Pros team over the last few years, and believe they are the perfect partners to scale this brand globally…We couldn’t be more thrilled about this combination, as we will now be able to accelerate many of our plans to provide Hoonigan fans with more ways to pursue their passion, from engaging in even more new content and live events to customizing their vehicles. We also look forward to leveraging Hoonigan’s marketing ability to help grow all of the Wheel Pros brands.”
“Hoonigan has built an incredible global community by creating must-see content and providing a platform for a diverse set of automotive enthusiasts to express themselves,” according to Wheel Pros.
The combined audiences for these two giants should mean extra eyeballs for the Hoonigan builds and videos, as well as an enthusiastic and growing base for the Wheel Pros family of brands which include American Force, Black Rhino, EFX Tires, TSW, and many more.
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