Rich Dudes│How Hoonigan Ken Block Gear-Shifted to a $200M Net Worth

Rev your engines for a deep dive into Ken Block's net worth, fueled by rally racing, DC Shoes, and Hoonigan industries.

Updated Jul 20, 2023

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Born in Long Beach in 1967, Ken Block was more than just a thrill-seeker behind the wheel. Co-founding DC Shoes before selling their stakes in 2004 for $87 million, Block and partner Damon Way traded laces for rally car races. Block raced his way into Subaru Rally Team USA and sparked the launch of the Hoonigan Racing Team with a little help from Ford.

The perfect cocktail of Block’s extraordinary driving and his partnerships with brands like Ford quickly threw him into high gear. His Gymkhana YouTube saga hit overdrive, too, racking up a billion views.

Despite his roaring engines coming to quiet when he passed away on January 2, 2023, Block left a lasting legacy, immortalized in the extreme sports world and entrepreneurship, with his net worth hitting $200 million.

Ken Block’s net worth has made him one of the richest figures in the motorsports world. So, where did all that fortune come from?

Ken Block net worth at a glance

Net Worth

$200 million


November 21, 1967


American born in Long Beach, California

Became a millionaire at



Pro rally driver and entrepreneur

Sources of wealth

Rally racing, DC shoes, and Hoonigan

Asset classes

Rally cars, real estate, and startups

Kenneth Paul Block, AKA Ken Block, is synonymous with rally racing and motorsports across the globe. Ken Block didn't just start his career zooming on tracks. Initially, he was the Rally America Rookie, where he quickly gained traction, showing everyone his driving prowess.

The Hoonigan Racing Division recognized Ken Block's exceptional talent and welcomed him on board, a decision that would pay off tremendously in the future.

Block's association with the Monster World Rally Team was a milestone in his rallying career. His involvement spiked interest in the team, making the Monster World Rally Team a renowned name in the rally racing world. This partnership undoubtedly boosted Ken Block's net worth and increased his visibility on the international stage.

Though his rallying career is a significant part of Ken Block's net worth, his entrepreneurial journey cannot be ignored. The co-founding of DC Shoes was Block's first successful venture outside rally racing. DC Shoes, known for its high-quality sports footwear and apparel, boosted Ken Block's net worth and business reputation in the sports industry.

Rally racing career

Ken Block’s rallying career was filled with incredible achievements, including numerous victories, partnerships with major car brands like Subaru and Ford, and even a silver medal in the Rally America National Championship in 2006. His talent as a pro rally driver was evident from the start, as he was named the Rally America Rookie of the Year in his inaugural season, showcasing his potential for greatness.

At the X Games XIII rally event in 2007, Block didn't just participate. He put on quite the show. Storming through the competition and feeding off the electric atmosphere, Block sealed a place on the podium, bagging the enviable silver medal. A 'second' never tasted so sweet.

Block also won five consecutive medals at the X Games and secured a second-place finish at the 2008 Rally America National Championship. These accomplishments solidified his status as a rally racing legend.

Family life and demise

Ken Block was a loving husband and father. His wife and three children shared his love for the track, supporting him as a professional rally driver. Ken Block wanted more than mundane family time—he planned thrilling racing days, offering his kin an adrenaline-fueled taste of his passions. Sadly, his life was cut short in a snowmobile accident in Wasatch County, Utah, in the Mill Hollow area.

Ken Block was more than a racer, a devoted husband and father who shared his adrenaline-filled passions with his family until his untimely end.

Following his untimely death, Hoonigan Racing Division posted a heartfelt statement on Instagram mourning the loss of Ken Block and acknowledging his tremendous influence in the motorsports world. The rallying community lost a true icon, and his family continues to carry on his legacy.

Lucy Block, Ken’s wife—a rally racer—often competed with her husband, forming a powerful duo. Their daughter, Lia Block, also followed in her father’s footsteps and became a part of the family’s racing legacy.

Following in their father's tire tracks, Ken Block's three kids uphold his love for motorsports, preserving his impactful legacy in the racing world.

Snowmobile accident and legacy

A tragic snowmobile accident in Wasatch County, Utah's steep slopes ended rally racer Ken Block's life and illustrious career. Pushing his snowmobile's limits, Block met his untimely death when his vehicle flipped while moving up a steep slope and landed on him right in Rancho Santa Fe.

The racing community was mourning when the Ken Block death news broke. Honoring his profound impact on motorsports, Block’s racing number 43 was retired from the World Rally Championship. His time with the Vermont SportsCar team and his life on the fast lane continue to inspire racers globally.

From trading his DC Shoes for a rally car to creating viral Gymkhana videos on YouTube, Ken Block’s rise to rally racing fame was phenomenal. His innovative driving style, numerous partnerships with major car brands, and co-founding of Hoonigan Industries and DC Shoes solidified his status as a motorsports icon, leaving an indelible mark on the sport.

How Ken Block made his money

Ken Block spent his childhood enjoying extreme sports like skateboarding, BMX riding, and attending Dodgers games. This love for adrenaline-pumping activities continued throughout his life, ultimately leading him to pursue a career in rally racing and make a name for himself in the sport.

Block's career as a driver, burning rubber in thrilling rallies, wouldn't have been possible if not for his passion for extreme sports. This craving for high-stakes excitement paid off with copious victories, shiny medals, and lucrative partnerships. Key endorsements with major car brands and partnerships catapulted his brand and bank balance into overdrive.

However, the roar of engines wasn't the only tune Block could dance to. Back in 1993, he, alongside Damon Way, kickflipped their way into action sports footwear and apparel, co-founding DC Shoes.

How Ken Block invested his money

Block's business journey began at the backflipping start line of action sports brand DC Shoes in 1993. Eleven years after its start, Block and his partner sold it for an incredible $87 million, putting Block's wealth into a high-speed chase. The racing might have paused, but Block stuck around as Brand Vision Leader, proving his dedication to sports.

Private equity and startups

With its cutting-edge design and appeal, DC Shoes quickly became the go-to brand for extreme sports fans, drawing sizeable profits. Block's coup de grâce came in 2004 when he sold his stake in DC Shoes—pumping a sizeable influx of cash into his net worth.

But Block wasn't ready to hang up his business suit just yet. Combining his love for motorsports with his high fashion sense, Block launched the startup Hoonigan Industries, where he was dubbed “Head Hoonigan in Charge.”

It wasn't just a motorsports company. It was a stylish apparel brand that took pole position among car enthusiasts. Success? Oh, it was sweet. Sweet enough to inject a healthy dose into Block's net worth.

Block's Hoonigan Industries launch fused his motorsport passion with business, further boosting his net worth.
Source: eBay

Ken Block's fortune didn’t come from one source—his estimated net worth resulted from his prowess in rally racing and business acumen that ultimately resulted in successful ventures.

The perfect cocktail of Block’s extraordinary driving and his partnerships with brands like Ford quickly threw him into high gear. His Gymkhana YouTube saga hit overdrive, too, racking up a billion views.

The American professional rally driver wasn't just here for the ride—the podium was his second home. Crowned a rally champ in the European Rallycross Championship in 2014 and bagging a shiny silver medal at X Games XIII, his spot among racing legends was sealed.

Contributions? Oh, there's a laundry list. Gravity-defying jumps, pulse-racing drifts, you name it, he did it. He kicked open the doors to a new era of motorsports, raising the bar for future petrolheads.


Ken Block’s motorsports passion extended to his extensive car collection showcasing his refined taste and high-flying lifestyle. One stellar fleet member was the restored 1974 Ford Bronco—fondly dubbed #wifeybronco—flaunting its 5.0L Coyote crate V8 engine and frame-off restoration.

Drift guru Ken Block, famed for his ten-part Gymkhana series, boasts an eclectic collection of mainly Ford cars, ranging from road beauties to rally powerhouses.

Another gem was the punchy 2017 Ford F-150 Raptor, outfitted with a 450hp engine for boat hauls and snappy day trips. Then, there's the World Rally Championship contestant, the 1991 Ford Escort RS Cosworth, or "Cossie," boasting a 340 bhp heart and a full roll cage.

Ken Block's 2013 Ford F-150 RaptorTRAX is a snow-churning beast with a 600-horsepower supercharged V8 and plenty of off-road extras.

Keeping up with the multitude of Block's cars, the all-wheel-drive rallycross competition car, the 2016 Ford Focus RS RX, blitzed the tracks with its 600hp EcoBoost engine. Block's 2014 Ford Fiesta ST HFHV, a truly versatile machine, showcased its engine prowess in stage-rally and Gymkhana.

Other cars that glistened under his stewardship included the Ford Fiesta ST RX43, Ford Focus RS RX, and the iconic Ford Mustang Hoonicorn RTR. Redefining horsepower, Ken Block’s garage was a petrolhead’s dream come true. A collection that truly echoed its owner’s audacity and speed—both on and off the track.

Real estate

Kenneth Paul Block owned various luxurious properties, including a ranch in Park City, Utah, a ski lodge in Utah, and a beach house in Hawaii. Ken Block's main home, nestled in the scenic locale of Park City, complemented his additional residence in the sunny expanse of Rancho Santa Fe, California. These stunning properties reflected Ken Block’s passion for the finer things.

Ken Block's "DC Mountain Lab," a 22-acre property offering a four-bedroom home and a personal snowboarding terrain park, went on sale in an absolute auction in December 2015. The property was iconic as a testing ground for Action Sports footwear and an Olympian training spot.

The sale marked the end of an era, passing on a piece of snowboarding history to its new owners.

In 2015, Ken Block's 22-acre "DC Mountain Lab," once a training ground for Olympians, was sold in an auction.
Source: PR Newswire

Ken Block’s life and legacy in the rally racing world were extraordinary. From his early passion for extreme sports to his numerous victories, partnerships, and founding of Hoonigan Industries and DC Shoes, Ken Block left an indelible mark on the world of motorsports.

His tragic death in a snowmobile accident was a massive loss to the racing community, but his innovative driving style, viral videos, and entrepreneurial spirit will continue to inspire generations. Rest in peace, Ken Block, a true rally racing legend.

Ken Block investing quotes

1. Be proud of your achievements

2. Be adaptable

3. Be prepared and focus on what you can control

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