What Hoonigan does

Hoonigan is an automotive lifestyle and media brand that operates primarily as a direct-to-consumer retailer of motorsport-themed apparel, accessories, and branded merchandise. Founded in 2010 and headquartered at 19070 S. Reyes Avenue in Compton, California (with the firmographic city listed as Long Beach), the company sells graphic t-shirts, hoodies, jackets, hats, stickers, lanyards, and other accessories priced between $3.95 and $114.95 through its Shopify Plus-powered ecommerce platform at hoonigan.com. Free shipping is offered on US orders over $100, and the storefront also distributes third-party aftermarket wheel brands (Rotiform, KMC, Black Rhino, American Force, US Mags, American Racing, Motegi, Fuel Off-Road). The company supplements its core brand with a Loyalty Squad rewards program and a wholesale inquiry channel for resellers, and it operates fulfillment through FullCircle and AutoAnything.

The brand's strategic and cultural centerpiece is the Gymkhana film franchise, a viral stunt-driving video series originally co-created with the late Ken Block and now featuring professional rally driver Travis Pastrana. New installments such as Gymkhana 2025: Aussie Shred, filmed in Australia with a specially engineered Subaru 'Brataroo' 9500 Turbo developed in partnership with Subaru Motorsports USA, drive top-of-funnel brand awareness and are paired with limited-edition merchandise collections sold through the ecommerce site. Marketing is anchored on the YouTube channel @TheHoonigans and Instagram (@thehoonigans), with Klaviyo handling email automation and standard payment options (Shop Pay, PayPal, Apple Pay, Google Pay) integrated at checkout.

The business is expanding beyond apparel into adjacent automotive categories. In October 2025, Hoonigan appointed Tom Tecklenburg as Executive Vice President of Lighting to oversee Driven Lighting Group (DLG) and Morimoto performance lighting brands, signaling a vertical expansion into the automotive aftermarket lighting sector. The company employs 51-100 staff, is privately held under the legal entity Hoonigan Industries, and operates without disclosed institutional funding or revenue figures.

Name

Hoonigan

Legal name

Hoonigan Industries

Website

https://hoonigan.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Hoonigan is an automotive lifestyle brand that sells motorsport-themed apparel, accessories, and aftermarket wheels direct-to-consumer via Shopify, anchored by the Gymkhana stunt-driving film franchise and flagship partnerships with Travis Pastrana and Subaru Motorsports USA.

Ownership category

akta.pro rank

Product category

Automotive Lifestyle Apparel

NAICS

Sporting Goods Retailers (45911), Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Automotive lifestyle apparel
• Motorsport merchandise
• Performance car culture
• Direct-to-consumer apparel
• Branded streetwear

Headquarters

HQ city

Long Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. Apparel and Accessories Sales: Hoonigan generates revenue through direct-to-consumer sales of automotive lifestyle apparel including t-shirts, hoodies, jackets, hats, and accessories. Products are sold at fixed price points ranging from approximately $4 to $115. The brand also sells third-party wheel brand products (Rotiform, KMC, Black Rhino, American Force, US Mags, American Racing, Motegi, Fuel Off-Road) through its platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Hoonigan sells automotive lifestyle apparel and accessories, including t-shirts, hoodies, jackets, hats, shorts, socks, stickers, keychains, bags, and other branded merchandise, directly to motorsport and car-culture enthusiasts through its Shopify Plus-powered e-commerce platform. The brand is anchored by the Gymkhana stunt-driving film series and driver partnerships (Travis Pastrana, the late Ken Block) that drive product demand, and the portfolio also includes third-party wheel brands and a recently expanded performance lighting division (Driven Lighting Group and Morimoto).

Product overview

Hoonigan is an automotive lifestyle brand and media company built around the Gymkhana stunt driving video series, selling apparel and merchandise directly to consumers through a Shopify-powered e-commerce platform. The product portfolio centers on the Hoonigan core brand across apparel categories (t-shirts, hoodies, jackets, hats, accessories), supported by signature collections like CENSOR BAR, BRACKET X LOGO, and FIND OUT. The Gymkhana film series serves as the brand's cultural engine, with limited-edition collections tied to each film installment such as the GYMKHANA AUSSIE SHRED collection featuring Travis Pastrana. Hoonigan also offers driver-specific gear for athletes like Travis Pastrana and Blake Wilkey, collaborates with partners including Heat Wave Visual, Mooneyes, and Leen Customs, and operates a loyalty program (Loyalty Squad) and wholesale channel. The brand expanded into performance lighting through the Driven Lighting Group (DLG) and Morimoto acquisition overseen by new EVP Tom Tecklenburg.

Differentiator

Problem solved

Functional benefit

Products and services

• Hoonigan T-Shirts and Shirts Graphic t-shirts featuring bold automotive-inspired designs, logos, and branding. Includes short sleeve tees, long sleeve tees, and themed collections like Censor Bar, Bracket X Logo, and Gymkhana Aussie Shred, sold to automotive enthusiasts and car-culture consumers.
• Hoonigan Hoodies Pullover and zip hoodies featuring bold graphics and Hoonigan branding, sold to motorsport and car-culture consumers. Collections include Censor Bar Kill All Tires, Gymkhana Aussie Shred, Find Out, and Cranked.
• Hoonigan Jackets and Outerwear Outerwear including windbreaker jackets, quilted jackets, and denim jackets featuring Hoonigan branding, sold to automotive enthusiasts. Includes H.A.V.O.C. rain-activated windbreaker, Victor Quilted Jacket, and Standard Issue Windbreaker.
• Hoonigan Hats and Headwear Snapback hats, trucker hats, and unstructured strapback hats featuring embroidered Hoonigan logos and automotive-themed designs. Includes Censor Bar, Bracket X Logo, HITS V2, and various collaboration styles.
• Hoonigan Accessories Automotive lifestyle accessories including stickers, license plate frames, keychains, lanyards, bags, gloves, socks, posters, pins, and dog gear featuring Hoonigan branding, sold to car-culture consumers.
• Hoonigan Performance Lighting (Driven Lighting Group and Morimoto) Performance lighting products sold under the Driven Lighting Group (DLG) and Morimoto brands, operated under Hoonigan Industries' lighting division and targeted at automotive aftermarket customers seeking lighting upgrades.
• Third-Party Wheel Brand Storefront Resale of third-party aftermarket wheel brands including Rotiform, KMC, Black Rhino, American Force, US Mags, American Racing, Motegi, and Fuel Off-Road, offered through the Hoonigan e-commerce platform to car enthusiasts.
• Hoonigan Wholesale Program B2B wholesale program allowing retailers and dealers to stock Hoonigan-branded apparel and accessories for resale to automotive enthusiast customers.

Quantifiable outcome

• 30% increase in sales after Shopify Plus migration

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Eleven partnerships are on record, tiered flagship, core, secondary, minor and historical flagship.

• Travis PastranaflagshipStrategic or Co-development Partner · 9 December 2025Professional rally driver Travis Pastrana is the featured driver in recent Gymkhana films, including 'Gymkhana 2025: Aussie Shred' filmed in Australia. Pastrana drives the specially engineered Subaru 'Brataroo' vehicle and represents Hoonigan in motorsport competitions and content creation.
• Subaru Motorsports USAflagshipStrategic or Co-development Partner · 4 November 2025Subaru Motorsports USA and Hoonigan collaborate on the Gymkhana film series, producing high-profile automotive stunt videos featuring specially engineered Subaru vehicles like the 'Brataroo' 9500 Turbo. The partnership showcases Subaru's engineering capabilities through Hoonigan's entertainment platform.
• Tom TecklenburgcoreOthers · 30 October 2025Tom Tecklenburg was appointed Executive Vice President of Lighting at Hoonigan Industries, overseeing Driven Lighting Group (DLG) and Morimoto lighting brands.
• ShopifycoreTechnology or IntegrationHoonigan powers its ecommerce operations through Shopify Plus platform, which handles online store functionality, payment processing, and order management. The platform migration resulted in a reported 30% increase in sales.
• KlaviyocoreTechnology or IntegrationKlaviyo serves as Hoonigan's email service provider for customer communications, marketing automation, and newsletter distribution.
• MooneyessecondaryStrategic or Co-development PartnerHoonigan x Mooneyes collaboration producing co-branded apparel including hoodies, jackets, and hats featuring combined branding from both automotive lifestyle brands.
• Heat Wave VisualsecondaryStrategic or Co-development PartnerHoonigan x Heat Wave Visual x Travis Pastrana collaboration producing sunglasses and goggles featuring co-branded designs.
• Leen CustomsminorStrategic or Co-development PartnerCollaboration on 'GYMKHANA BRAT' collectible pins featuring stylized truck designs created by Leen Customs.
• RotiformsecondaryChannel Partner/ Reseller/ DistributorRotiform wheel brand products sold through Hoonigan's ecommerce platform alongside Hoonigan-branded merchandise.
• KMC WheelssecondaryChannel Partner/ Reseller/ DistributorKMC wheel brand products sold through Hoonigan's ecommerce platform alongside Hoonigan-branded merchandise.
• Ken Blockhistorical flagshipStrategic or Co-development PartnerKen Block was the original co-creator of the Gymkhana film series with Hoonigan, featuring extensively modified vehicles in viral stunt videos. Following Block's death in 2023, his legacy continues through the brand and related merchandise.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Summit Racing Equipment: Large direct-to-consumer retailer of motorsports performance parts, accessories, and branded apparel/gear. Comparable in motorsport enthusiast customer base and a parallel DTC channel that competes for the same wallet share, though Summit's primary revenue comes from parts rather than lifestyle apparel.
• Maxima Racing Oils: Motorsports-focused lubricants and maintenance products brand with deep involvement in amateur and professional racing sponsorships. Comparable audience (motorsport enthusiasts) and motorsport-event-driven marketing, but B2B-skewed and not a DTC apparel competitor.
• DC Shoes: Action-sports footwear and apparel brand historically closely tied to Ken Block and motorsport/stunt culture (the DC Shoes x Ken Block collaboration predates much of Hoonigan's apparel growth). Comparable in motorsport crossover, athlete-led marketing, and lifestyle apparel assortment, though now owned by a large apparel conglomerate.
• Falken Tire: Tire manufacturer with significant motorsport sponsorship and lifestyle-oriented consumer marketing (including apparel and event presence). Comparable in motorsport brand association and audience overlap, though Falken is a primary manufacturer rather than a DTC apparel company.
• Nitto Tire: Performance/motorsport tire brand with strong enthusiast culture marketing, event presence at SEMA and similar shows, and limited lifestyle merchandise. Comparable in motorsport enthusiast customer base and motorsportshow/event activation model, but not a DTC apparel-first business.

Direct peers

• Volcom: Action-sports lifestyle brand selling apparel, footwear, and accessories through DTC ecommerce and wholesale to a similar subculture-driven enthusiast base. Comparable in operating model (Shopify-style DTC, sponsored athletes, limited-edition collections) and target demographic overlap with motorsport-adjacent youth culture.
• OBEY Clothing: Lifestyle/streetwear brand originating in subculture (street art, skate) and selling apparel and accessories through DTC and wholesale. Comparable in brand-led marketing, graphic-driven apparel assortment, and horizontal enthusiast customer segmentation.
• RVCA: Action-sports lifestyle apparel brand built around sponsored athletes and subculture credibility, sold via DTC and wholesale. Comparable in customer overlap (motorsport-adjacent youth), product mix (graphic tees, hoodies, hats), and brand-driven, low-paid-media GTM.
• Fox Racing: Long-established motorsport apparel and lifestyle brand catering to motocross, off-road, and action-sports enthusiasts through DTC and wholesale. Most directly comparable to Hoonigan in target customer (motorsport/powersports enthusiasts), category mix (graphic apparel, hats, accessories), and lifestyle-brand positioning.
• Thrasher: Iconic skate-culture brand extending from a magazine/media property into apparel and accessories sold DTC. Highly comparable operating model: content engine (magazine/films) feeding brand demand, subculture authenticity, and limited apparel/accessory drop cadence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@TheHoonigans/videos
• Xx.com/hooniganracing
• LinkedInlinkedin.com/company/hooniganind

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hoonigan