Editor’s note: This is the second in a two-part series examining the impact of automotive influencers on the specialty automotive aftermarket. Part I, focusing on supplier relationships, appeared in the November 2025 issue of THE SHOP magazine.
Part I: Automotive Influencers: The Supplier Connection
Long before she was a well-known social media influencer, Kris was just another avid off-roader, having fun and making friends on the trail.
“People would stop me and want to look closely at my 4Runner to get ideas on how to build up their trucks,” recalls Kris, who goes by the handle Theee.Kris. “Over time, my 4Runner truly became a rolling billboard on the trails.”
Among the products they’d find were Trail-Gear components. Kris ran the company’s parts for years before looking into a more official partnership, which came about three years ago when she was brought on as a sponsored driver.
The results soon spoke for themselves, as her followers on Instagram, TikTok and YouTube helped generate more than $40,000 in revenue for Trail-Gear within the first year using her personalized discount code.
“I truly believe this not only represents reach, but also trust,” she says. “It just shows that real connections with the community can truly drive positive results for the brands I believe in.”
While sometimes dismissed as nothing more than enthusiasts looking to score free parts, Kris says true influencers “put in the time, work and creative effort to deliver value for both the brand and their audience. I am all about building trust, sharing my experiences by telling a story and doing anything I can to invest in my relationship with the company. Personally, I am very selective about who I choose to build a partnership with. I’m always looking for true alignment and mutual trust.”
Enthusiasts and professionals alike have shown a real appetite for online content—everything from custom builds to product reviews to adventure reports. For the creators, it’s a mix of work and play—shooting photos and videos and compiling information on the trips their followers hope to one day duplicate or emulate, while also repping the products and brands that support their efforts.
“With every build and every rig I take out on the trails, I see it as an opportunity to place a spotlight on the companies I truly believe in. I don’t just see them as parts that I use to complete my builds, but as parts that are manufactured by brands that I trust, with quality, reliability and performance being their top priorities,” says Kris. “Featuring them on my rigs is about showcasing who’s behind my builds and giving credit to the companies and products that play a huge role in making my dream projects a reality. It’s my way of saying that I absolutely believe in these brands, and I trust them enough to run them on my rigs. That’s huge, because all of my builds mean the world to me.”
HELP ME DO IT MYSELF
Racers and other gearheads sharing endorsements of their favorite car parts and brands is obviously nothing new. Asked why the automotive aftermarket seems to support so many high-profile spokespeople, influencer Natasha Adams suggests it comes down to enthusiasts seeking information and motivation so that they can try things themselves.
“I believe in DIY, and I try to inspire other people—especially females—to take projects into their own hands, making the industry more accessible to all,” she says.
At Flex, Rocks & Rollovers, Marvin Stammel and his crew aren’t just showing off builds—they’re putting parts to the test in extreme conditions, which gives brands honest feedback and shows consumers exactly what to expect.
“High-profile users have brought new levels of visibility, transparency and engagement to the automotive aftermarket. Enthusiasts can see real people testing gear on real trails in real time,” he says. “We’ve helped shift the industry toward a more experience-driven model, where storytelling and authenticity matter as much as product specs.”
The relationships also help enthusiasts feel more comfortable with the manufacturers they choose, says Julie Heyer, aka Aqua Jeepgirl.
“When I’m choosing upgrades for my Jeep, I want to see what they are like in action. Seeing them used—and even a bit beaten up to show their durability—by someone I follow and trust on social media makes the product more desirable,” she explains. “Being able to reach out and ask questions or even see them in person at an event and get honest feedback is a big selling feature. Integrity and experience matter. Influencer marketing can make customers feel closer to a brand and make the company more approachable.”
Real-world examples particularly resonate with enthusiasts, says Mark Roy/Spartacus the JT, because viewers often envision themselves doing what the influencer is showing.
“Off-roading is a demanding lifestyle where gear gets tested in the toughest conditions—mud, rocks, steep climbs and long trails. We don’t just promote products—we put them through real-world challenges, provide detailed feedback and create content that educates and inspires the community,” he explains. “That level of involvement takes time, effort and genuine passion.”
The goal is for influencers to be 100% relatable to their audiences, says Dominic Knight of AdventuresByKnight who, like many social media personalities, started as an avid enthusiast and then grew his following.
“My driving force behind partnering with different brands initially was to help get discounts on upgrade parts for my Jeep,” he reveals, “but after a short while of learning about different companies, products and partnerships, it has become more of a passion to align myself with automotive brands that I know and trust—not just for my vehicles, but to recommend these same products to family and friends so they get the same great experience as I’m having. It’s pretty awesome to be one of the lucky people tied to such cool partner brands and to attend fun events to showcase their products on the trails and highways.”
DEFINITE BENEFITS
Many aftermarket influencers embrace the #automotivelifestyle—and everything that hashtag now entails—but supplier partnerships only work if both sides see real benefits. Long-term collaborations are one key, says Adams, who works with companies to provide how-to/installation videos, sales promotions, niche audience connections, new product releases, community representation and product testing.
“Benefits come from showcasing to followers that I not only install or use products for a single video, but I continue to use certain brands’ products because I stand by the brands that stand by me,” she says. “This ensures the content feels like a trusted recommendation and not a forced ad.”
As such, she seeks connections with companies she can stand behind.
“I collaborate with brands I would use whether I was partnered with them or not, sharing the dependability and strength of their products.”
Once the parts are proven, notes Stammel, the partnerships can continue.
“I dig deeper—not only providing honest product feedback from the field but also consulting with our partners on how to turn that content into actual dollars,” he says. “Whether it’s optimizing messaging, identifying new market opportunities or strengthening their positioning, we’re always thinking about how to move the needle for the brand.”
Flex, Rocks & Rollovers looks to deliver organic product integrations in its off-road adventure content along with endorsements, social media marketing, consulting, in-person appearances at events and product testing, says Stammel. Networking is another important benefit that’s often overlooked.
“Over the years, we’ve facilitated countless brand partnerships and collaborations between companies in our network,” he reports. “When we work with a brand, they’re not just getting content—they’re getting a strategic partner, a connector and someone actively invested in their success. That kind of value is hard to quantify, but it makes a massive difference.”
Ambassador collaborations also help traditional aftermarket companies think outside the box, says Heyer, who offers brand representation, product testing and demonstrations, installation videos, trail guide services, social media marketing/content creation, in-person appearances and sponsor run hosting.
“Influencers bring increased creativity and fresh ideas,” she says. “For me, it’s all about finding partners that share the same commitment to excellence in the automotive world. Off-roading is not just a hobby but a lifestyle, and I collaborate with brands that support and enhance that journey—brands that align with my values and passion for the industry.”
Well-known ambassadors help open doors for brands into the connected 4×4 world, says Roy, who provides social media content, how-to videos and tutorials, detailed product testing feedback, endorsements and in-person appearances to his partners.
“Influencers serve as trusted voices inside tightknit communities. In the rock crawling world, word of mouth is everything. If a respected driver or builder recommends a product after using it hard on the trail, it carries far more weight than a traditional ad,” he says. “Another unexpected benefit is the kind of detailed feedback brands receive. Influencers who are hands-on builders and wheelers can spot weaknesses, suggest improvements and highlight strengths that engineers or marketing teams might overlook, which helps refine products and build better gear.”
Reliable, quality content is the starting point for anyone looking to become a recognized brand ambassador, says Knight, who showcases products through social media marketing, creates how-to videos, and tests product durability and gives feedback for his partners.
“You need to post content you enjoy posting in a way that’s true to you because once you start posting consistently that’s what your audience and companies will know you for,” he notes. “You’ll also want to genuinely like the company you’re trying to connect with and have faith and confidence in the quality of the products you’re looking to represent.”
The feedback component is especially valuable to companies hoping to refine their products and product mix to meet the everchanging demands of today’s enthusiasts.
“I receive countless messages from followers who are so tuned in to what I’m doing with my rigs and are eagerly waiting for a build update or a report after a shakedown run,” says Kris, whose content mix includes product and company endorsements, social media marketing, in-person appearances and long-form YouTube videos. “They always want to know how and where to get the parts that help improve the performance of my rig.”
AUTOMOTIVE INFLUENCERS
NATASHA ADAMS
Instagram: @natashaddams (244,000 followers)
YouTube: @NatashasPickUps (16,000 subscribers)
Years Involved with the Specialty Auto Aftermarket: 4
Company/Brand Partners:
- KC HiLiTES
- Barnes 4WD
- Carparts.com
- Capri Tools
- Heat Wave Visual
- Vintage & Young
- Rusty’s Off-Road Products
- Raceline Wheels
- PRP Seats
JULIE HEYER
AQUAJEEPGIRL
Facebook: Aqua Jeepgirl (7,000 followers)
Instagram: @aquajeepgirl (62,800 followers)
TikTok: #aquajeepgirl (12,500 followers)
YouTube: @aquajeepgirl8842 (1,000 subscribers)
Years Involved with the Specialty Auto Aftermarket: 5
Company/brand Partners:
- Dynatrac
- Yukon Gear & Axle
- Bilstein
- GenRight Off Road
- RPM Steering & Suspension
- PRP Seats
- Battle Born Wheels
- Centerforce Clutches
- Baja Designs
- Bestop
- Mickey Thompson Tires
KRIS
THEEE.KRIS
Instagram: @theee.kris (25,400 followers)
TikTok: theee.kris (2,800 followers)
YouTube: Theee.Krisss (2,700 subscribers)
Years Involved with the Specialty Auto Aftermarket: 5
Company/Brand Partners:
DOMINIC KNIGHT
ADVENTURESBYKNIGHT
Instagram: @AdventuresByKnight (32,600 followers)
Years Involved with the Specialty Auto Aftermarket: 4
Company/Brand Partners:
SPARTACUS THE JT
Facebook: Spartacusthejt (1,000 followers)
Instagram: @spartacus_the_jt (30,000 followers)
TikTok: spartacusthejt (1,500 followers)
Years Involved with the Specialty Auto Aftermarket: 7
Company/Brand Partners:
- Yukon Gear & Axle
- Dynatrac
- ICON Vehicle Dynamics
- Motobilt
- PRP Seats
- Baja Designs
- sPOD
- RPM Steering & Suspension
- Bestop
- Warn Industries
- Factor 55
- EZ FLATE
- Conquered Trailz
MARVIN STAMMEL
FLEX, ROCKS & ROLLOVERS
Facebook: FlexRocksRollovers (185,000 followers)
Instagram: @flexrockrollovers (141,000 followers)
YouTube: @flexrocksrollovers (143,000 subscribers)
Years Involved with the Specialty Auto Aftermarket: 14
Company/Brand Partners:
- Warn Industries
- BFGoodrich
- HP Tuners
- Seymour Paint
- KC HiLiTES
- Tom Woods Custom Drive Shafts
- onX Off-Road
- Torque Wheels
- AXEL OFF ROAD
- Bilstein
I SEE YOU
Showcasing aftermarket components performing as they were designed in real-world scenarios creates authentic connections between audiences, influencers and the brands they represent.
“It’s important that I genuinely use and trust the products I promote—whether it’s suspension components, axles, recovery gear or tires—because the off-road community can spot inauthenticity a mile away,” says Roy. “When both sides are aligned—me as an influencer focused on real-world trail use and the company providing high-quality, reliable gear—we create a partnership that feels natural and honest to the audience. That builds trust, which leads to stronger brand loyalty and long-term growth.”
He points to the support he received from Dynatrac and Yukon Gear & Axle on his recent build of a Jeep Gladiator into an extremely capable off-road and rock crawling machine, complete with a 392 Hemi engine.
“With that kind of power, I needed a drivetrain that could handle serious abuse on technical trails,” he notes. “It wasn’t about promoting random parts—it was about sharing gear that I’ve trusted for decades and still rely on today.”
Adams says real-life product use expands her reach to a wider crowd of engaged followers.
“In my case, I have vehicles from 1967-2019 and I showcase brands on all different years, makes and models. Most followers like relatable stories, videos and photos—not full production ads.”
The companies she works with reap the benefits from the trust that’s built. Adam’s partnership with Carparts.com over the last three years, for instance, has focused on product testing and validation.
“Three collab reels (at least) between my brand and theirs have gone viral, with over 1.5 million views each,” she reports.
Knight started his off-road journey with a stock Jeep that, with the help of Yukon Gear & Axle, he’s bult into an impressive crawler, creating videos and posts to document every step along the way. In exchange for discounted parts, he shares his enthusiasm for the brand with his audience, and his feedback on products with the brand.
“Partnering with an influencer provides a company an extra ear into what people need or want in the automotive market, or maybe something that’s missing that a company can fill with a certain product—even a simple upgrade to a product that makes it even better for consumers,” he says.
When it comes to carving out a niche in the highly competitive automotive aftermarket, telling a brand’s story is what attracts and keeps viewers, says Stammel.
“The key is alignment—in values, goals and audience. A successful partnership isn’t just about product placement; it’s about building a relationship where both sides bring something meaningful to the table,” he says, using his partnership with Warn Industries as an example.
“From the start, we connected over a shared mission to not only showcase quality recovery gear but to reshape how the off-road community views winching. There’s a lingering perception that if you have to winch, you’ve somehow failed. But we’ve made it our mission to flip that narrative and make winching cool,” he explains. “In our video series like ‘Hell and Back Adventure’ and ‘24 Hell and Back,’ we highlight winching as an essential, strategic tool that allows us to push farther into terrain most people wouldn’t dare tackle. We celebrate those moments because they represent progress, not defeat. Through those productions, we’ve helped normalize—and even glamorize—winching as a badge of honor, showing how it plays a critical role in serious off-road exploration.”
Heyer began a successful partnership with Dynatrac four years ago, using the company’s ProRock 44/ProFloat XD60 axles on her aqua-colored Jeep.
“We worked together for two years—representing at events and on social media—until I needed to upgrade to larger axles. We worked together on a second set of their axles (ProRock 60/80), and I’ve been proud to run those for two years now,” she says.
Meanwhile, Kris notes that the best pairings come when companies and influencers trust one another.
“When both parties truly embrace each other’s vision, purpose, values and passion, it creates the perfect foundation for a lasting partnership that moves toward growth and success for everyone.”
IT TAKES TIME
If there’s one thing Natasha Adams wishes collaborators knew about influencer relationships, it’s that success takes time and behind-the-scenes work.
“Results are not always instant,” she says. “I prefer long-term brand partnerships that showcase brand awareness rather than quick sales.”
There’s also more to them than just social media posts, says Stammel of Flex, Rocks & Rollovers.
“In our case, (social media impressions) are just the tip of the iceberg. We’re helping brands with content strategy, product feedback, field research and even connecting them with other businesses,” he explains. “When done right, an influencer partnership can become an extension of a company’s marketing and R&D efforts—not just a megaphone.”
To the uninitiated, influencer marketing may seem like nothing more “than posting pretty pictures or simple product plugs,” says Roy/Spartacus the JT. “In reality, successful partnerships are built on authentic, hands-on experience and trust. We act as a bridge between companies and the off-road community—helping brands improve their products and making sure customers get gear that actually performs.”
Heyer/Aqua Jeepgirl notes that successful parings take time to develop.
“The biggest misconception is that partnerships are about quick sales boosts or gimmicks, but I believe they’re more about long-term relationships and audience connection,” she says. “Both sides need to agree on the campaign’s purpose, brand awareness, engagement and storytelling.”
There’s no denying influencers have made a profound impact on the specialty automotive aftermarket, even if the goal is the same as it’s always been—to help enthusiasts find the parts they need to live out their automotive high-performance and extreme adventure dreams.
“People can now watch trusted builders and influencers install, test and tune, and review products and parts in real time,” says Kris/Theee.Kris. “It’s created a more authentic space where people can truly relate to other enthusiasts while giving the brands a stronger connection to their specific audience, which truly helps others make the best choices for their builds.”
Read Part I: The Supplier Connection
