The 2010 Formula DRIFT season begins in April and the ID Agency has created the first ad to go along with the new creative campaign for the season. The ad features current Formula DRIFT champion Chris Forsberg standing tall on top of his NOS Energy Drink / Maxxis Tire Nissan 350Z in front of a packed audience. The campaign is centered around the driver’s new championship reign with all other drivers looking to take it away from him. Watch Chris Forsberg defend his title this season only at Formula DRIFT.

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.

The ID Agency held a media day at Ultimate Training Center in Huntington Beach to promote the upcoming WEC fight for Razor Rob McCullough. The media members were invited to watch Rob’s training session and then received personal one-on-one time with the fighter for their interviews. Media that attended included the OC Register, DUB magazine, Fatlace, and Que Pasa Vegas. Las Vegas Sports Magazine interviewed Rob at the Palms Hotel as well a couple days before his fight.

The media day and follow-up interviews have been successful in spreading the word about Rob’s return to the ring and the signify his alliance with the Famous Stars and Straps clothing brand. The clothing can be seen in all of the photos within the articles. The media outreach was very targeted and strategic with both print and online coverage with a local and national reach.

This past weekend marked the end of the sixth season of the Formula DRIFT Professional Championship. The event was held at the Toyota Speedway at Irwindale to a sold out crowd of over 10,000 guests. The ID Agency has been the agency of record for Formula DRIFT and managed over 250 media guests that included outlets such as The LA Times, Long Beach Press Telegram, Super Street, and Motor Trend magazine.

Ryan Tuerck took home the event victory, but the championship was won by Chris Forsberg in the NOS Energy Drink / Maxxis Tire Nissan 350Z. Forsberg also was the winner of the Tires.com Triple Crown bonus prize. This marked the first time that a driver has won both awards in the same season. The ID Agency also performs the PR for NOS Energy Drink and will be issuing a special gift to media members that will commemorate this historical win.

Along with all the drifting action there was additional entertainment for all the fans that included the Famous Stars and Straps stunt bike demo, Jtuned Auto Gallery, and a performance by the Far East Movement, performers of the hit song, “Girls on the dance floor.” ID brought Famous Stars and Straps to Formula DRIFT and helped co-market the event to Famous’ unique fan base of music, action sports, and art culture.

Famous Stars and Straps presented their latest collections at the 2009 MAGIC convention. The brands included Famous Stars and Straps, Expensive Taste, Wild Ones, and Rogue Status. Each brand showcased to preview the upcoming line of apparel. The Rogue Status section featured their Scion drift car that they took on the Gumball rally earlier this year, the Wild Ones featured comic book inspired graphics, and Expensive Taste was highlighted with rapper Paul Wall at the booth each day. Famous Stars and Straps made the debut of their summer line of board shorts, sandals, and even beach towels, while introducing both a juniors and female collection completing the lines of apparel for the brand. A live DJ set at the booth was held each day by some of the hottest DJ’s in the scene including DJ Spider and Marshall Barnes. A live graffiti / art piece was created as well within the booth that showcased the various brands under the Famous Stars and Strap umbrella.

Adding to the excitement Famous Stars and Straps hosted a party at the booth during the tradeshow that had the infamous Alchemist spinning and drinks provided by Heineken. This special event succeeded in creating a buzz at MAGIC among key sales associates, sales accounts, and the media. Special guest appearances ran throughout the day including the Famous Stars and Straps skate team, stunt bike team, and MMA fighter “Razor” Rob McCullough.

To make sure the excitement continued through to the evening, Famous Stars and Straps hosted a party at the Palms hotel within club Rain. The special event was the talk of the evening with an all-star DJ line-up consisting of Mixmaster Mike (Beastie Boys), DJ Jazzy Jeff, and DJ Premier. The entire Famous Stars and Straps team was in attendance among the hundreds of other attendees.

The ID Agency brought in key media outlets including Complex, Antenna, and Skinnie magazine and introduced them to the Famous Stars and Straps brand, apparel, and athletes.

The ID Agency invited Formula DRIFT drivers Rhys Millen, Daijiro Yoshihara, and Chris Forsberg for a tour of Turn 10 Studios, the creators of Forza Motorsport 3. In addition both Import Tuner magazine and CarDomain.com were invited for an exclusive chance to check out the studio and capture the drivers’ experience with the game, as well as get a chance to test the game out for themselves. The event coincided with Formula DRIFT Round 5: Breaking Point which has WAS in Monroe, WA that same weekend. The drivers and editors were introduced to the overall vision of the game by Dan Greenawalt and a studio tour was given by John Wendl of Turn 10 Studios. A drifting video game demonstration was given by Turn 10’s resident drifting expert Landin Williams and the drivers and editors were then asked to test out the game and attempt to drift. Here is what they had to say;

“Forza 3 is amazing. From its graphics, environment, acoustics, broad scope of cars, and most importantly, playability, Forza 3 is game for car enthusiasts made by car enthusiasts. With the steering wheel and proper seat (not your sofa), Forza 3 is the closest thing to a track day without having to drive to the track.”
Carter Jung, editor of Import Tuner

“The attention to detail in both the vehicles and tracks with the imagery surpasses any other video game I’ve played before. The exciting line-up of each individual vehicle also makes for a great game.”

Rhys Millen, Red Bull World Drifting Champion

During the Formula DRIFT Round 4: All In event in Las Vegas the ID Agency helped coordinate the first annual Formula DRIFT Charity Blackjack Tournament. The tournament was held at the Aliante Hotel and Casino, the official hotel of Formula DRIFT Round 4, and called for drivers, sponsors, friends, and media members to make donations for entry that would go towards a good cause. 36 players joined the tournament including Formula DRIFT drivers champion Tanner Foust, Vaughn Gittin Jr., Chris Forsberg, and Ross Petty.

Generous sponsors donated prizes that would were awarded to the winners including XBOX 360, copies of Forza 2 video game, Puma gift cards, a Meister watch, Oakley sunglasses, Rogue Status Apparel, Attic apparel, and a 2-night stay at the Aliante.

After 3 rounds of competition the final table consisted of 6 players. Steve Choi, staff member of Formula DRIFT, walked away with the 1st place spot and his choice from the prize pool and elected to take the XBOX 360 and Forza 2 video game. 2nd place went to Formula DRIFT driver of the NOS Energy / Maxxis Tire Nissan 350Z and current points leader, Chris Forsberg who chose the PUMA giftcards and also received a Rogue Status apparel package. 3rd place went to ID Agency’s John Pangilinan, who received a Meister watch and Forza 2 game. Overall it was a very successful event for everyone including Formula DRIFT, Aliante, and of course the charity.

Amidst the infamous LA summer heat and West Hollywood traffic, a steadily growing line snaked its way up and around The Fast Life on 3rd and Crescent Heights Saturday afternoon. The highly anticipated release of the collaboration between Famous Stars and Straps and Rebel 8 promised appearances by Travis Barker and Mike Giant, a classic car showcase and music sets by famed producer, The Alchemist.

Through the course of the afternoon, hundreds of devout fans convened to partake in the festivities. Collaboration t-shirts for both men and women were made available for purchase, as well as a duo of limited edition posters numbered and signed by Mike Giant. In addition, the artist completed a custom black-and-white piece gracing an entire wall of the shop; visit The Fast Life at 8101 Third Street to view the masterpiece in all its glory. The ID Agency team was on hand to work with the various media outlets in attendance.

View the video for a full event re-cap.