I think it’s important to give props where they’re due, and they’re definitely due here. DC co-founder Ken Block has re-written the rules when it comes to putting your money where your mouth is. Not only does he live the brand he runs, he’s become so accomplished in one of their spheres of influence that he’s essentially put himself on the team. Is that some sort of meta-phenomenon? Does he have a sponsor contract? Who cares, when he can drive, and envision videos, like this.

When DC first started getting into racing I thought it was kinda lame, and not really an arena they should be entering. But then I saw the footage of Travis Pastrana rolling a car on the Nitro Circus DVD series, and Ken Block launching his car off massive kickers in the snowboard film Mtn.Lab 1.5. Then came his first gymkhana vid. I still don’t know what a gymkhana is, but if i had to guess it would mean “to inspire goosebumps by means of sheer awesomeness”.

I’m not into cars, or racing, but the way these clips have been put together, and the way DC is embracing the idea of gaining popularity through integrating their product and brand message with new media is very cool. It’s not the only way to do it, but it certainly is a forthroight and entertaining one.