Effective immediately, Wheel Pros changes its name to Hoonigan. As you may or may not know, Wheel Pros is an aftermarket parts conglomerate specializing in wheels, suspension, lighting, etc. And in 2021, they expanded into media with the acquisition of Hoonigan. From what I understand, the Hoonigan brand & website will change significantly. Starting about… right now… the website will have a much more corporate & polished feel that links you to brands under the Wheel Pros (Hoonigan) umbrella.
I’m sorry, but this feels kinda awkward. Like in 2003, when JCPenny put some kids on the cover of their catalogue dressed like Good Charlotte. Or if Anheuser-Bush bought the original-formula Four Loko, and then created a big new ad campaign saying Four Loko: Drink Responsibly. But that’s just how I feel lol… what do you think? Are these corporate conglomerates exploiting the authenticity of the automotive aftermarket… and in this case, also exploiting an icon? Here’s a screenshot of the current Hoonigan website.
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