Apex

Auto racing’s seen an explosion of flimsy “fashion wheel” brands that pretend to be high-performance. Apex is different — engineering elite racing wheels at an unmatched price point. But when we met them, customers were completely unaware of the difference. Working closely with their CEO, Eddy Pintacsi, we developed a new category vision and brand, positioning them as the category leader they are, and injecting some much-needed truth into the wheel industry.