Record Number of OEM and Paddock Activations Power GRIDLIFE Summer Apex Experience

Immersive brand engagement and fan experiences redefine the modern race weekend

ELKHART LAKE (23 JUNE 2025)- There is more to GRIDLIFE Summer Apex than just racing and music. With a record number of paddock activations and OEM involvement, the festival continues to evolve into a full-scale cultural event where motorsport, music and lifestyle converge across every corner of Road America’s 640-acre campus.

From brand displays and ride-along programs to arcade battles, RC drifting and community games, GRIDLIFE is designed to be immersive for all age groups from the moment the gates open. For younger fans, the KIDLIFE zone inside the arcade tent offers a hands-on mix of toys, crafts and tie-dye projects throughout the weekend.

The weekend kicks off with Sunoco’s Thursday night Pump Party for drivers and crew, featuring music and drinks in the paddock. Additional activations can be found throughout the venue from partners including GTechniq, Racetreads, MAPerformance, Radium and Haltech.

The paddock itself is a constant hub of activity anchored by the GRIDLIFE Motoring Meet presented by FCP Euro. Open to all makes and models with no application necessary, the show invites a diverse range of car enthusiasts to display their builds. Enthusiast groups including Lowend Garage, Subimods and Hyundai N Club Midwest will host corrals showcasing everything from classic restomods to modern track builds

Hyundai returns to GRIDLIFE Summer Apex with one of the largest on-site presences. The automaker’s Hyundai Laps program offers fans the opportunity to ride shotgun in the IONIC 5N, the same machine Hyundai campaigns at the Pikes Peak International Hill Climb. Sign-ups take place in the Partner Paddock and all participants are outfitted with helmets. Hyundai will also host the N Corral, which features more than 50 vehicles from the fast-growing N Club Midwest. Formed at GRIDLIFE last year, the group has since expanded to include hundreds of members across the region.

Falken Tire also returns with a full lineup of drivers including Justin Pawlak, Mike Burroughs, Evan Bogovich and Sonya, who pilots the chase camera car. Fans can connect with the team both in the paddock and on track throughout the weekend.

NOS Energy Drink fuels the festival atmosphere through three activation points. One is located at their branded lounge in the Partner Paddock while another takes the form of a roaming NOS Jeep distributing drinks throughout the campgrounds. The third is the NOS Energy Drink Main Stage, with an even larger presence than last year, positioned like a sonic fortress near the heart of the paddock, where live sets will run Friday and Saturday

Eibach will debut a new activation trailer and launch a limited-edition collaboration shirt with GLTC driver Ryan Kristoff.

Turn 14 Distribution brings the VIP treatment to its dealer lounge, which features barista-crafted coffee, catered breakfast and lunch and trackside hospitality. TOYO Tires joins the action with driver appearances from Shawn Bassett and Daniel Geraldo. Subimods will showcase builds in both Time Attack and Drift competition and will also present the Subimods Car Corral as a featured part of the Motoring Meet.

Off-track attractions at GRIDLIFE Summer Apex are as thoughtfully curated as the racing schedule. The Samsung Arcade offers fans a hands-on experience with high-end sim rigs, vintage gaming cabinets and interactive setups that blur the line between competition and entertainment. Nearby, the RC Drift Track provides a steady stream of scale-model action for fans to put on their own mini drift show.

These activations are part of a broader strategy that continues to attract a growing portfolio of brands to the GRIDLIFE platform. From energy drinks and suspension manufacturers to tire companies and performance part suppliers, sponsors are investing in more than just logo placement. They are embedding themselves into the fan experience with high-impact displays, product demos and interactive zones that offer both visibility and value.

Driver meet-and-greets remain a key engagement point. Autograph sessions will be held on the false grid Saturday from 12:10-12:40 p.m. during TrackBattle and Sunday from 12:45-1:15 p.m. during RUSH. A featured signing with Vaughn Gittin Jr. and Ben Hobson takes place at the RTR rig Saturday at 3 p.m.

Camp HQ anchors the overnight experience and exemplifies GRIDLIFE’s ability to create community-driven environments. Volleyball tournaments, tug-of-war, sack races and squirt gun battles fill the schedule alongside live music and nighttime programming. It is part paddock party, part summer camp and a full extension of the festival’s commitment to immersive fan culture.

As GRIDLIFE continues to grow, the success of Summer Apex reflects a dramatic new approach to motorsports events, as the traditional race weekend is redefined as a multi-sensory, sponsor-integrated experience designed to connect with the next generation of enthusiasts.More than 300 drivers are entered for the weekend with nearly 30 national, regional and local EDM artists scheduled across four stages. For more information, visit www.grid.life.