In every brainstorming session, there are a few ideas that stick out and may seem impossible, they might actually be the key to success. This is one of them.

In collaboration with Toronto artist Briony Douglas, Full Scoop Marketing and K1 Speed created a campaign that surrounded a spectacular Tire Throne—a masterpiece crafted from 120 recycled tires and built from beginning to end by Briony.

This dynamic collaboration sparked a frenzy, amassing over 1 million brand impressions, a news feature, and tickets selling out to a Race for the Throne Tournament in a lightning-fast 30 minutes. With special guests like Donnovan Bennett and Tychon Carter-Newman, we brought out a crowd to witness the unveiling of what was weeks of hard work behind the scenes and race to be the first King or Queen of Speed. Now, the Tire Throne reigns supreme at K1 Speed Mississauga, beckoning visitors to experience the thrill of racing royalty up close.

Thanks to our combined efforts, Race For The Throne was a triumphant celebration of speed, art, and community, solidifying K1 Speed Canada status as a premier destination for adrenaline-fueled fun. Bow down to the King and Queen of Speed!