Automotive lifestyle brand, Hoonigan, and co-founder Ken Block announced that they have partnered with digital artist and creative director Ash Thorp (ALT Creative) to produce five NFTs of the Hoonifox, released in varying quantities for auction and sale. The NFTs were dropped on the Ethernity Marketplace at Ethernity.io on Oct. 21. 

Inspired by Block's Ford Mustang dubbed the Hoonicorn, the Hoonifox is a concept vehicle that Block wanted to build for video content such as Gymkhana – Hoonigan and Block's film series with more than 600 million views to date. 

"I have a lot of fun creating wild automotive concepts with Ash, because we're able to get creative with cars in ways that aren't possible in real life – or at least take years of building and development," says Block. "So, this NFT gives us a unique way to develop the story of the Hoonifox – and have some fun with it, of course. Ash's signature design style and some challenging technical CGI elements he has perfected just for these NFTs make this the perfect step into digital collectibles for us. The Hoonifox is a car that Hoonigan and I still want to build someday, and this NFT project is the next step for us to bring this to life for the fans." 

Thorp, known for his original graphics and design content for Hollywood feature films like "Ghost in the Shell" and "Total Recall" has partnered with Ken on several unique automotive designs. 

"I absolutely love working with Ken," says Thorp. "Since he is an artist as well, Ken truly understands the creative process and encourages me to push the boundaries of automotive design. Over the years, we have produced some extraordinary and fun concepts together, but the Hoonifox is still a project that holds such special value for me. I am so excited for this NFT release with Ken and for us to share the Hoonifox with the world in an all-new form." 

The collection's highlight, a 1-of-1 version of the Hoonifox in all-gold with hyper-detailed surfaces and an etched signature from Block, will be auctioned to the highest bidder. For this version alone, Block and Hoonigan will create a physical gift that will be sent to the winning bidder: a one-off display showcasing the Hoonifox's wheel face machined to specs of the Hoonifox concept's real-life dimensions, which is the first Hoonifox part created in real life. 

The Hoonifox NFT launched on Oct. 21, with the collection available on Ethernity.io for a purchase window of three days. Hoonigan, Block and Thorp are releasing 5 unique pieces of Hoonifox art: some available for immediate purchase and one rare, specially designed NFT sold on auction as an exclusive 1-of-1 minted part. Each unique piece will feature a special livery design and other features specific to that design. For several of the tiers of NFT being sold, there will be a chance to win a unique physical item that Ken Block and Ash Thorp sign to accompany the NFT purchase. 

The auction closed with a winning bid of more than $100,000. Four other pieces were sold over the past few days in different numbers of editions.  

“This was a huge success for Hoonigan and we will definitely do more NFT events in the future,” says Jennifer Van Dijk, chief executive officer, Hoonigan.