view case
Latest Updates

Lubricant brand Wolf appoints ROOTS. to lead WRC activation


The newly announced appointment will see London-based agency ROOTS. activate Wolf Lubricants’ long-standing partnership with the FIA World Rally Championship (WRC) and Junior World Rally Championship (JWRC) throughout the 2023 rally season.

ROOTS. will take the driving seat of Wolf’s social media strategy, creative application, and implementation, planning and conceptualising campaigns that will see the team also line up to capture and curate video content on site at select World Rally Championship events around the world, working closely with the brand, its ambassadors, WRC, the teams, and the drivers.

“As an independent lubricants brand, Wolf continues to find new ways to connect with its consumers. ROOTS. and Wolf are aligned in our drive, passion and dedication to innovative storytelling and approach to truly integrated collaborations, and we look forward to building on our existing relationship to bring to life the brand’s 2023 WRC involvement .”, said Nini Mikolajski, Co-founder of ROOTS.

Belgian lubricants brand Wolf is involved in several motorsport properties and has had a major presence in the current World Rally Championship as the official lubricants partner since 2019. ROOTS. was previously appointed by Wolf Lubricants in 2022 to manage the content production, social media output, and onsite stakeholders of the brand’s first ever driver sponsorship of young Finnish driver, Jari Huttunen, in his top-tier WRC1 debut at WRC Finland.

“We’re super excited to be working with the team at ROOTS. again to strategise and communicate our brand story in the rally world. ROOTS. worked really well with our team last year, bringing experience, energy, expertise, and direction to execute our WRC Finland activation successfully and create dynamic content pieces. Now, we look forward to working in close partnership with ROOTS. to bring to life our long history of supporting WRC and JWRC effectively.” - Yves Decat, Head of Global Marketing, Wolf Oil Corporation, commented.