Pirelli has extended its marketing and communications partnerships with American Rally Driver Ken Block and Chip Foose of Foose Design into the future. Block, the driving force behind the Monster World Rally Team and Chief Brand Officer of DC Shoes, and Foose, star of the hit television series “Overhaulin’” will continue to represent Pirelli through promotions, special appearances, dealer activity, advertising and media outreach.
Pirelli plans to further elevate its premium brand status in the coming years in the enthusiast automotive aftermarket and design segments, as well as within the digital space. Block’s popularity with online audiences was most recently showcased in Gymkhana 5: Ultimate Urban Playground San Francisco, the fifth segment of a series of viral videos that achieved over five million views in the first 24 hours the video was posted, dubbing him the ‘download king.’
“Ken Block has been an integral part of our digital communications strategy since 2010,” said Rafael Navarro, VP of communications, media relations and motorsport for Pirelli Tire North America. “Ken is a wildly popular rally driver, and his series of Gymkhana videos have obtained a record amount of online activity that has directly supported Pirelli’s goal of becoming the most recognized performance tire brand in North America. Ken’s impact on the automotive enthusiast, gaming and lifestyle communities is proof positive that Pirelli is taking the right steps to achieve that goal.”
“The involvement of Chip Foose with Pirelli since 2007 has been great for our high and ultra-high performance tire sales in North America,” noted Paolo Ferrari, CEO of Pirelli Tire North America. “Chip is the best of the best in automotive design, and has helped automotive enthusiasts, builders and designers realize that Pirelli offers the best tire fitments for their project cars, but also the widest array of widths and diameters of any premium tire company. He has been a stalwart partner of the Pirelli brand, and we are proud to say he will continue in that role.”
The 2013 extension was announced Sunday during the United States Grand Prix Formula One race in Austin, Texas to Pirelli’s guests and media.