The project started with a seemingly simple question: What’s awesome?
The “what” referred to the motorsports events that make up our scene. The question was posed by OPTIMA, the battery company popular in the enthusiast market. James Clay, owner of BMW tuning house BimmerWorld, was the one being asked. The question basically represented a blank slate for his next giant motorsports project.
“Pikes wasn’t anything I really thought I’d do,” he now recalls. But he couldn’t deny it: Racing up Pikes Peak sounded awesome.
Photography Credit: Kevin Adolf
Killing It: The Need to Do More Than Just Participate
That original conversation took place early in 2017, and that summer James made his Pikes Peak International Hill Climb debut in a relatively mild E92-chassis BMW M3. The…
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