Hoonigan is a brand and lifestyle centered around car culture, particularly focusing on motorsports and automotive performance. It was founded by Ken Block, a well-known professional driver and entrepreneur, and emphasizes the thrill of driving and the joy of modifying cars. The term "hoonigan" itself combines "hoon," which refers to reckless driving, and "gan," suggesting a group or community. The brand produces various content, including videos, merchandise, and events that celebrate car enthusiasts and their passion for driving. Hoonigan is particularly popular on platforms like YouTube, where it showcases exciting stunts, car builds, and racing challenges, attracting a dedicated following of fans and fellow car lovers.