Talents like Lia Block are changing the motorsport game. If the name “Block” sounds familiar, she’s the daughter of Ken Block, the legendary American rally driver behind Hoonigan Industries, and entrepreneur Lucy Block.
Racing has always been a part of Lia’s world. Growing up, she was surrounded by fast cars and loud engines, so it was only a matter of time before she caught the bug herself. She started her journey at just 11 years old, moving from karting to off-road racing. By 13, she was already drifting and taking on the legendary 1,400HP Mustang Hoonicorn.
Now, she has made history as the first female driver to join Rockstar Energy’s team of athletes. Since 2001, Rockstar Energy Drink has been powering extreme sports and supporting athletes in motorsports, skateboarding, and other high-speed, high-adrenaline worlds. Lia is now a part of that crew. She says it’s a chance to grow, push herself further, and inspire more women to chase their dreams in motorsports.
“It’s a big step in my career, especially thinking back to where I’ve come from and the things I’ve done,” she tells Females in Motorsport. “I’m honoured to be a part of Rockstar, given its history and the support it provides to athletes. And being the first female driver is absolutely great.”
“They’ve helped me so much behind the scenes, and I’m finally excited to bring all the big projects and experiences to life. I’m just looking forward to working with them this year.”
Representing a global brand is no easy task. It comes with commitments and expectations, every move is under the spotlight. As someone who is known for drifting and building cars for herself, when asked how she feels about being the face of a major brand, she said,
“In a way, I do feel more responsible, but also, no.” “I feel really good about being able to represent Rockstar and have them as a partner. It’s exciting to know they have my back and are supporting my journey across different motorsport disciplines. This will help me gain bigger opportunities and do greater things.”
In industries where family legacies run deep, the term "nepo kid" is often thrown around, and motorsports is no exception. With any rising star, critics are never far behind. When asked if she’s faced such labels, she said,
“I mean, haters are going to hate. I’ve been so fortunate to grow up in motorsports and have a father who opened doors for me. Taking that opportunity is not called nepotism. It doesn’t really matter what people say—all that matters is my growth and progress. People are always going to talk, but I’m here to race and improve.”
But Lia isn’t just relying on her last name; she has truly carved her path, and her partnership with Rockstar is pushing her even further.
“They’re a great partner to have,” Lia says. “Having their support means I get to do whatever I want - whether it’s rally, F1 Academy, or something else. Hopefully, there will be some big projects and fun surprises along the way.” Well, now we know for sure that she’s not slowing down anytime soon.
Given her love for Hoonigan, we asked which Hoonigan project she’d love to bring to life with Rockstar, her answer was immediate: “Just driving the Hoonicorn itself is so much fun, so any project with it would be amazing.”
When it came to choosing a favourite from the Hoonigan lineup, she couldn’t pick just one—of course, they’re all built differently and have their charm.
“I mean, they are all such special cars, but if I had to pick, it would be the Hoonicorn and Hoonipigasus,” she said.
We also asked, if given the chance, which car she would take to an F1 track. She said, “That’s a good question! Maybe I’d pick an old Williams car, maybe also a BMW, from the 2006 era. And I’d take it to Silverstone - that’d be really cool!”
With her talent, passion, and Rockstar Energy supporting her every step of the way, there’s no telling how far Lia Block can go. Whether it’s the rally stage, F1 Academy, or any track she’s chasing next, one thing’s for sure—she’s just getting started. And with Rockstar by her side, the ride is only going to get faster, louder, and unstoppable!