Chip off the old Block: Pirelli re-signs 2
Pirelli Tire North America Inc. has agreed to extend its partnership agreements with Chip Foose and Ken Block.
Foose, owner of Foose Design Inc. and star of the hit television series "Overhaulin'," will continue to represent Pirelli through promotions, special appearances, dealer activity, advertising and media outreach. "I have been using Pirelli Tires for years in my shop, on my show 'Overhaulin'' and on my personal vehicles," he says.
“The involvement of Chip Foose with Pirelli since 2007 has been great for our high and ultra-high performance tire sales in North America,” says Paolo Ferrari, chairman and 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."
American rally driver Block, the driving force behind the Monster World Rally Team and chief brand officer of DC Shoes Inc., has represented Pirelli since 2010. His renewed focus will be on digital consumer outreach designed to support Pirelli's premium brand strategy and further connect the Italian tire maker with the Millennial generation.
(Block's Gymkhana 5: Ultimate Urban Playground San Francisco video achieved over five million views in the first 24 hours the video was posted on the social media site YouTube.com, dubbing him the "download king.")
“Ken Block has been an integral part of our digital communications strategy since 2010,” says Rafael Navarro, vice president of communications, media relations and motorsports for Pirelli Tire North America.
“Ken is a wildly popular rally driver, and his series of Gymkhana videos has 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."
The 2013 agreements were announced on Nov. 18 during the United States Grand Prix Formula One race in Austin, Texas.