The pro rally driver revolutionized action sports marketing and inspired multiple generations to compete in action sports.
While the motorsport and action sports industries are full of talent and skill, it’s rare that a figure emerges who is so inspiring that they reach superman status in these competitive fields. Ken Block was certainly one of those legends. As details emerge about his passing, the industry mourns the loss of the icon and reflects on his career with gratitude for what he gave the world.
Born in 1967, Block celebrated his 55th birthday just over a month ago on November 21st. The Ken Block you know might depend on the generation in which you grew up. The shoe tycoon didn’t actually enter rally racing until he was 36 years old — an age when many rally racers decide to retire. Knowing he was a late bloomer, Block approached everything with the pure fearlessness of going all-in.
In the past few years, he is most commonly associated with rally racing. However, his name became well-known back in the 1990s as a co-founder of DC Shoes, a shoe company made for action sports like skateboarding and snowboarding. While DC Shoes and motorsports don’t have a solid connection, the branding and marketing of the collection were unlike what any other sports gear had achieved before. The DC brand and Block himself are often praised and even studied when it comes to reaching a demographic. DC used influencers before the days of social media to connect shoppers to their lifestyle goals.
When Block entered rally racing in 2005, his impeccable wheel control and seemingly natural skill earned him the Rookie of the Year in the Rally America Championship. Block continued to race in the series and cleaned up with accolades, and owned the winner’s circle. In addition to the Rally America wins on the circuit, Block earned five X Games medals.
More importantly than the individual achievements and wins Ken Block has listed next to his name, he was a major driving force behind bringing attention to rally racing and all motorsports. His marketing genius and jaw-dropping showmanship behind the wheel attracted the attention of many people from outside the industry. The viral Gymkhana videos undoubtedly attracted an uncountable number of young people to motorsports while entertaining viewers of all ages. At the end of the day, the Gymkhana video series will prove to be one of the most shared series of videos ever on YouTube.
The famous Hoonigan Racing Division, often just known as Hoonigan, and now a brand with its own viral notoriety was formed at the beginning of 2010. Once again, Block showed his marketing genius with the name, attracting famous professional drivers to stop in for some shenanigans. Block again made headlines two years ago for becoming a free agent once again after his 11-year partnership with Ford Racing.
On January 2nd, 2023, news outlets like TMZ started to break the news of Ken Block’s accident. Shortly thereafter, the Hoonigan website and social media pages confirmed the untimely death of Block in a snowmobile accident near Park City, Utah. Ken Block is survived by his wife, Lucy, and three children. Ken Block’s legacy will not only live on through his videos, but his 16-year-old daughter Lia is also a talented driver.
The entire automotive industry is in shock. We extend our deepest condolences to the Block family, all of his friends, and the community who supported the legend. Godspeed, Ken Block, you were an inspiration to an entire generation of car enthusiasts.
