Hoonigan has tapped The Brand Liaison to lead licensing for its brands, including Hoonigan, Gymkhana, Climbkhana and Terrakhana, as well as rally car driver Ken Block, the automotive media outlet announced.
Building on the current fan base and consumer products, including automotive-inspired streetwear apparel, Hoonigan licensed products will range from apparel, accessories, headwear and eyewear to toys, collectibles, racing sets, video games and experiential licensing, the company said.
“This is one of the coolest properties we’ve ever represented,” states Steven Heller, president of The Brand Liaison. “You are immediately hooked on these heart-racing videos and they have built an entire car culture. You can’t fake this. Ken Block is the real deal. Mad skills!”
“Hoonigan is on the leading edge of sports brands that use digital content to convert fans and maximize revenue opportunities,” says Hoonigan CEO Jenn van Dijk. “We are excited to be working with The Brand Liaison to build the Hoonigan licensing program and provide our fans with exciting new products.”