Lia Block is returning to her rally roots with a new Hoonigan apparel collaboration heavily inspired by the 1985 Audi “ur” quattro she built with her dad, the late Ken Block, on YouTube several years ago. The project marks her first major lifestyle tie-in since stepping away from her Williams F1 Driver Academy seat at the end of the 2025 season to pursue a future in rallying according to her social media postings.
Some of the line takes direct cues from her ur quattro, a car that certainly resonates with a big part of her following. Lia teased the launch on Instagram with a video topping off the fuel for the car at a service station while wearing one of the new shirts.
Hoonigan responded in kind, commenting: “Just a casual fill-up with @liakblock and her UR-Quattro… I mean look at that thing 🤤! Did you really think we wouldn’t drop a special collab collection for all you Audi rally nerds? Get your hands on the drop tomorrow (now today – ed.) while you still can, only at Hoonigan.com.” The collaboration underlines Hoonigan’s longstanding connection to the Block family.
Beyond the gear involving the quattro, the collection also introduces designs inspired by Lia’s current racing helmet and/or featuring her stylized “Lia” logo across hats, T-shirts, decals, lanyards and other accessories. It’s a blend of past and present—classic Audi influence meeting Lia’s own emerging identity as she moves on to her next racing chapter.
MORE INFORMATION
See the gear at Hoonigan.com
Follow Lia on Instagram.