The Targa Trophy Triple Crown Series, North America’s premier automotive lifestyle rally event, kicked off with an action-packed day that took drivers on a seven-hour course from Los Angeles to San Diego. The journey took drivers and navigators on an excursion through stunning coastal scenes and deserted back roads testing their driving prowess and navigational skills. The event, which is not a race, but rather a strategical challenge to gain the most points by staying closest to the predetermined Targa Trophy times and mileage was won by Radoslav Kalla in his Lamborghini Gallardo Spyder.

The ID Agency was brought on to handle the PR, media relations, and marketing consultation throughout the event season. Media members were invited to check out both the pre-party and pre-rally activities at the W Hollywood where they were treated to see the collection of participant cars firsthand that included everything from Lamborghini, Porsche, Audi, and even a Novitec Rosso Ferrari F430 Scuderia. The pre-rally activities also included the first SoCalEuro.com CARnival with a collection of the most diverse Euro cars in Southern California.

Another ID client, NOS Energy Drink, became involved as the official energy drink of the Targa Trophy and integrated their brand seamlessly throughout the event. Each rally participant donned a NOS decal on their vehicle and received a gift bag courtesy of NOS Energy Drink. NOS was able to set-up a booth and distribute drinks to all fans that came to the event starting line activities as well as became involved with the main checkpoint in Newport Beach. NOS was able to fuel the extra energy needed to complete the event.

(photography provided by Vincent Guglielmina, Thomas McCallum, Ryan Siu, Mo Satarzadeh, and The ID Agency)

Here are some behind the scenes shots from a video shoot that was done near the ID Agency headquarters in downtown Los Angeles over the past few days. The ID Agency brought together iconic director / photographer Estevan Oriol with the FSAS skate video crew to create a series of videos that will showcase the new line of FMS footwear. The videos along with launch events in New York and Los Angeles will kick off the much anticipated release of the first footwear line from Famous Stars and Straps. Keep an eye on this site for the official release of the videos and the footwear fmsshoes.com

After two successful partnerships with the Gumball 3000 Rally in 2008 and 2009, PUMA^® hits the pavement for round three as the exclusive sportlifestyle sponsor of this year’s rally.  From May 1^st through May 7^th, the 3000 mile route will kick off in London and stop in Amsterdam, Copenhagen and Stockholm before making the hop across the pond to Boston.  The rally will continue to Quebec City and Toronto before ending in Times Square in New York City.  PUMA will bring its mix of sport and lifestyle to this high-octane road trip with special events and activations along the way.

PUMA will host three cars in this year’s rally.  Team PUMA features actress and award winning recording artist Eve, actor Idris Elba, and The ID Agency helped partner PUMA with a special 3^rd entry, Team UNDFTD. Team UNDFTD is comprised of James Bond, sneaker and street style influencer and co-owner of the legendary sneaker shop and his co-pilot Fredy Vegas.  Team UNDFTD is piloting a very special car that was chosen to match the theme of the limited edition PUMA shoe. The RTR Mustang is built by Classic Design Concepts and is a street legal Mustang that could also double as a track car. PUMA and UNDFTD will also release a limited edition Comp-Star-Gumball 3000.  These special shoes will be on sale at UNDFTD’s Los Angeles stores on May 10^th, check their site for Gumball 3000 rally updates and information on the shoes.

www.undftd.com

www.mustangrtr.com

The seventh season of the Formula DRIFT season kicked off with Round 1: Streets of Long Beach. The event was a huge success with a packed paddock, pits, and grandstands throughout the day. The ID Agency manages public relations for the series as well as the creative and website. This event had over 200 media members attend and received coverage from KTLA Ch. 5 news, USA Today, and the Long Beach Press Telegram.

The ID Agency worked with Motorsports Management International (MMI) to manage the on-site activation and organization of the displays for the new official energy drink of Formula DRIFT, NOS Energy Drink. NOS Energy Drink had two key areas at central locations, one by the entrance and one by the track and grandstands, for promotional purposes. The area by the entrance had NOS spokesmodels greeting fans as they entered the venue and handed them a NOS Energy Drink sample. This area also included special vehicles on display that included the Import Tuner Mitsubishi EVO and RJ DeVera’s Acura NSX. A DJ spun music throughout the day and NOS swag was given out as well.

The second area had thousands of fans sampling a drink as well as check out special drifting RC cars from HPI and playing video games. This area also included the pits of Formula DRIFT Champion and sponsored NOS driver Chris Forsberg. Spokesmodels assisted in this area to hand fans swag and learn more about the product. A special artist was brought on to do a live art show and entertain fans.

Throughout the event weekend all eyes were on Chris Forsberg and his title defense. While fans were watching all the action they were also exposed to NOS branding throughout the venue. Overall, it was a successful kick-off to the Formula DRIFT season for the energy drink brand and they look to continue their activation throughout the Formula DRIFT tour and at the upcoming Toyota Grand Prix of Long Beach.

The ID Agency and Formula DRIFT presented the Art of Formula D: A 2009 Season Retrospective. Sponsored by NOS Energy Drink, Alpinestars, Seibon Carbon, Izod IndyCar League, Belle-1 Communications, and OC Weekly and held at the Phantom Galleries LA at the Pacifica Building in Downtown Long Beach.

The ID Agency worked with Formula DRIFT staff photographer Jose Martinez to come up with the concept and curate the exhibit. Top drifting photographer and film maker Linhbergh and Will Roegge were brought on to present their artwork as well as famous LA photographer Estevan Oriol.

Selecting the perfect location was key and the gallery space held by the Phantom Galleries LA in Downtown Long Beach became the perfect setting. Located in the heart of Downtown Long Beach within walking distance of the track, restaurants, entertainment, and most importantly the track. During the Long Beach Grand Prix weekend the gallery is expected to have thousands of fans walk through the promenade on their way to the track and will get a glimpse of the photo gallery.

NOS Energy Drink was the presenting sponsor as the gallery featured the 2009 Formula DRIFT champion Chris Forsberg and his championship winning NOS Energy Nissan 350Z alongside championship memorabilia and race suits from Seibon Carbon and Alpinestars. The IZOD IndyCar Series brought out a classic 1966 IndyCar for display as well alongside a few other Formula DRIFT competition vehicles.

The opening night ceremony kicked off the seventh season of competition for Formula DRIFT with Round 1: Streets of Long Beach commencing the following day. Guests that attended included members of the media, local Long Beach officials, Formula DRIFT teams, sponsors, and drivers, and a host of industry insiders.

The Art of Formula D: A 2009 Season Retrospective will be up through the month of April and open to the public during the Toyota Grand Prix of Long Beach weekend.

The gallery debuted the Art of Formula D: 2009 Retrospective video by Will Roegge.

Art of Formula D: 2009 Retrospective from Will Roegge on Vimeo.

The Falken Tire company unveiled their award winning lowrider inspired Ford Flex project vehicle at the SEMA show last November. The candy blue painted Ford Flex sits on 22’ wire wheels and has lots of custom features. One special modification is the custom interior that features paisleys and the logo of legendary LA photographer and director Estevan Oriol. The ID Agency paired Falken Tire with the iconic photographer to create a series of video vignettes that feature Estevan Oriol and the Ford Flex. Both Estevan and the Flex will be making appearances at car shows and events throughout the year including Formula DRIFT in Long Beach this April. Visit the links to watch the videos and see where they will make an appearance next.

http://estevanoriol.blogspot.com/

www.falkentire.com

Super Street Magazine has featured in their latest style issue the ID Agency fashion/motorsports client Rogue Status. ID worked for months with Super Street on this issue that blends together the cultures of motorsports and fashion. Rogue Status has been heavily involved with drifting and the Gumball 3000 and continues to pave the way for other fashion brands into the automotive world.

Celebrating their 10 year anniversary Famous Stars and Straps held the “Decade” event this past week in Hollywood, CA. This milestone came to fruition with a star-studded event that was highlighted by a first ever performance with Travis Barker (founder of Famous Stars and Straps) and Snoop Dogg. The ID Agency created the concept for the “Decade” event and was instrumental in bringing the two performers together. The timing was perfect as it would mark the 10 years of Famous Stars and Straps and the 10th studio album from hip-hop veteran Snoop Dogg and his album “Malice in Wonderland,” which went on sale the same day as the event.

Prior to the event itself a large media outreach was performed and pre-event press included Travis on KROQ radio, Snoop on KTLA TV, and pre-promotion on multiple outlets including Hypebeast and 944. To add to the promotion a special limited edition shirt by Famous Stars and Straps and famous Los Angeles photographer Estevan Oriol was produced to be given out to VIP’s at the event as well as a Famous Stars and Straps New Era “Decade” hat.

Thousands of people came to the invite only event that included members of the media, celebrities, athletes, VIP, and lucky contest winners. A who’s who of the celebrity world came out to celebrate including Lamar Odom from the world champion Los Angeles Lakers, Kelly Osbourne, legendary skatboarder Christian Hosoi, Rob Dyrdek of MTV’s Fantasy Factory, actor Ryan Phillipe, Apl.de.Ap of the Black Eyed Peas, singer Ray-J, Sean Paul, Rick Ross, and many more.

Those fortunate enough to enter were treated to a display of cars from the personal collection of Snoop and Travis, an art display that showcased 10 years of artwork for Famous Stars and Straps and the 10 album covers for Snoop, and Famous Stars and Straps iconic photography.

The main draw of the event was the special performance as these two musicians have never played together live on stage before. This monumental moment had Travis on the drums with Snoop’s band and Snoop performing some of his biggest hits. Adding to the already legendary night were special guests performing alongside Snoop and Travis that included Warren G, Kurupt, DJ Quik, Pharrell Williams, The Game, and comedian Mike Epps. DJs Diplo and Spider kept the party moving until the later evening. Overall the event was a big success for Famous Stars and Straps, Travis Barker, Snoop Dogg, and everyone associated with it.