…AND THE CROWD YELLED… “ONE MORE TIME!”
Photo courtesy of RAD Industries
The Story of Burkett’s Graceful Overtake.
(PART II)
A Cinderella Drifting Tale - In Reverse.
After eight straight seasons of driving in the Formula DRIFT PRO circuit, Dan and Renee Burkett told members of the drifting community a year ago that the RAD Industries drift team would not be participating in the upcoming 2023 season (read more in our March 2023 feature).
The announcement came with a resounding promise to return to the league the following season, but it was a promise that technically hinged on conditions even the Burkett’s themselves had no way of knowing whether they could fulfill at the time.
Nevertheless, even without a sure guarantee, the couple and their trusted crew never wavered. “We’re super excited for 2024 and we know we are well-positioned for a solid comeback season,” Renee, RAD Industries owner and team manager, told us last year in an interview.
Fast forward, and the Burketts have not only made good on their promise, but they’ve also given fans a lot more to get excited about.
As everyone waited on pins and needles to hear the verdict, Dan cleverly teased his fans on social media last November, throwing out the one question that would say it all.
“Who’s ready to see this machine and the RAD Industries team back in Formula DRIFT in 2024?”
What Dan didn’t allude to in this post was what had happened behind the scenes or how his entire support network had been strategically plotting their way back to FD’s 2024 season. In this light, we thought it would be fun to pick up where we left off exactly one year ago, walking fans back through RAD Dan’s year away from high-stakes drifting.
Photo courtesy of RAD Industries
Drifting Means Business.
It’s no secret. Participation in professional motorsports of any kind requires a lot of funding. And, it’s the kind of funding that covers a never-ending list of expenses, plus a lot of unpredictability.
The latter dynamic literally wreaks havoc on every professional drifting team’s budget, which if they’re lucky, is already padded with a handsome buffer for expenses like travel, marketing, media, staffing, and dedicated time, to name only a few. All of these expenses have their own margin of unpredictability, but when you add in the big unknown factor of what could - and usually does - happen to a drift car throughout a pro season, it’s virtually impossible to know what kind of budget it will take.
Therefore, when it came to mapping their way back to FD in 2024, the Burketts easily admitted their main priority for locking down a rock-solid commitment was the budget.
“We had set a minimum budget around the standards we personally establish for our race program,” said Renee. “Aside from keeping the race car running and maintained, those standards are based on being able to cover costs for Formula DRIFT registration and credentials, travel and stay, hiring of media, and the time away from our full-time business that gets spent on sponsorship deliverables between each race throughout the season.”
Photo courtesy of RAD Industries.
Pro Drifting Is Far More Than Driving.
Of course, for professional racers, fulfilling a budget like this generally involves some serious backing from sponsor brands. Professional drifting is no exception, and despite concentrated efforts to avoid a gap year with FD, the Burkett’s entered 2023 with an unexpected sponsor deficit and a big decision to make.
“We had a number of awesome corporate people working on our behalf, but in the end, some of the prospects were already locked into their 2023 commitments and the others couldn’t get quick enough approval,” Renee shared a year ago.
Nevertheless, with a few hot irons in the fire, the RAD Industries team remained optimistically confident. “It’s just the way it works out there, but we’re super excited for 2024, and we know we are well-positioned for a solid comeback season,” added Renee.
As it turns out, the optimism was on point, but it was the couple’s moxie that surreptitiously added the right amount of fuel to the fire.
According to C.J. Fay, digital and brand senior marketing manager at SUNEX Tools, the company had been interested in Burkett and his professional racing career for some time.
“I have had the pleasure of working with RAD Industries for over the past five years and have seen their expertise firsthand.” Fay said. “They [the Burkett’s] complement one another so well, and with Dan’s driving and technical abilities and Renee’s design and management skills, they are a powerhouse!”
In fact, the hard work and extra hustle the Burketts were able to pour into the racing program during their year away from FD, proved to be exactly what the team - and the tool company - needed to forge an iron-clad sponsorship arrangement.
“In 2023, we had the opportunity to really begin building a partnership with SUNEX Tools, and knowing what we could do together, we all went to work!” shared Dan. “They were very involved in our program throughout 2023 and we had the joint goal to get back to FD to continue building on what we’d started.”
“We provide a high-quality product, at an affordable value, backed by a warranty with an easy SUNEXpress fulfillment process for our customers. We know that the [common] drift enthusiast is a tool user as well, as it is one of a few types of auto racing where the cars you see on the track are not too different from the cars you see in the parking lot,” Fay said, explaining the SUNEX Tools business model and why drifting is the right place to focus their sponsorship efforts.
“RAD Industries is a partner that is a perfect fit for SUNEX Tools,” added Fay, tying it up in a bow.
The Burketts also knew it was a match made in… well… pro-drifting heaven. Mainly because the respect was flowing openly in both directions.
“Working with the right companies is definitely key to making everything possible for a race program, regardless of what level you are driving or competing in,” Dan stated.
Indeed, the boost from SUNEX Tools propelled Dan’s team forward, ultimately leading them into a number of mutually fulfilling partnerships with other mainstream brands as well.
“We are strong believers in understanding what our sponsor’s goals are and letting them know where there are opportunities to get involved in our race program, so we can create a strong mutual partnership,” Renee shared. “It is important to us to be sure we can offer valuable marketing for any company we approach for sponsorship and we are thrilled to begin working with some new long-term partners that include AMSOIL, LOCTITE, and Fluidampr!”
“We are excited to sponsor RAD Dan on his return to the Formula DRIFT series!” a representative from LOCTITE North America stated. “Dan’s use of LOCTITE technologies for maximum reliability will provide much success this season.”
Photo courtesy of RAD Industries.
Relationships, Business, (And Drifting) Are Always Top Of Mind.
And, if you’re curious about what else may have confronted the Burkett’s while they were chasing down sponsors, the year was full of even more good news.
“We were shocked that stepping back a year did not create unexpected challenges and were very fortunate to have supportive partners throughout this process,” recalled Renee. “We were determined to provide as much marketing value as possible for our active partnerships during 2023, and we learned once again, that if you put out the work you will see results.”
According to the Burketts, their relationship with Formula DRIFT also remained strong throughout 2023, and members of the circuit’s organization were always readily available to help the RAD Industries team with advice, analytics, and any information they needed while presenting proposals.
Of course, there was one ‘not-so-unexpected’ challenge the couple did face.
“On a more personal level, I think dealing with our restless energy was the biggest challenge in stepping back a year. Having a little more available time was something we both had to learn how to handle, since going at a slower speed doesn't always come naturally for either of us…haha!” Dan added with a big signature grin.
Burkett also admitted it was a nice change of pace to drive his Supra on different tracks and in non-competition settings like HYPERFEST and GRIDLIFE, alongside a wide variety of drift machines ranging from 300-1,000hp.
It was an experience, he said, that translated into, “different challenges he would not have experienced at FD.”
“I was still able to compete at two Riverside Drift events that also had a wide range of competitors and drift machines,” Dan said. “I got to drive my car slightly differently than I would in FD, and it didn't skip a beat!”
Dan also used the extra time to set up his new Florida-based shop with lifts, updated electrical, compressor plumbing, new asphalt, and many other time consuming, but necessary tasks he would have had a harder time juggling into the schedule during an active FD driving season. He even built a few Z3 party carts for the crew to have fun with.
Photo courtesy of RAD Industries.
Burkett was also able to put more focus into the couple’s mainstream business, RAD Industries. “I will always be developing new parts, but I was able to give that more time this year and offer more 2jz parts on RAD-Industries.com as well.”
The couple also had more time to explore the region of Florida they’d relocated to in 2022, and according to Dan, the time spent on his airboat helped, “clear his head.”
Photo courtesy of RAD Industries.
Last, but definitely not least, Dan also confirmed, “seat time was major in 2023!”
Reflecting on his first time attending GRIDLIFE and HYPERFEST, Dan noted, “Driving freely without the pressures of competition and running an FD race program was super valuable. It was definitely a different outlook on what drifting had been for me for the last eight years, and it was a good reset, whether I wanted it or not.”
“In going to these different events that I wouldn't have otherwise been able to be a part of, it was really cool to see how large the sport of drifting has become,” Burkett added, throwing out huge props to everyone who loves drifting and is out there, “making it happen.”
Photo courtesy of Josh Andrews.
All The Right Results.
It could have been the Florida sea air, more down time with Renee, the renewed focus, or just the tough grit that makes every professional drifter all that they are, but something special was turning Burkett’s crank in 2023. Enough so, the team ended the year with a number of major wins.
“I ended my tour at Riverside Drift, where I won first place, and I was reminded how much I enjoy competitive drifting,” Dan stated.
Photo courtesy of Michael Wilson.
Of course, the Burketts also scored big with a number of perfect sponsor pairings. Reflecting again on the importance of their partnership with SUNEX Tools, Renee stated,
“We wish for every team to have a partner like SUNEX Tools someday! A sponsor that understands your program and focuses on the strengths of how the driver and their brand align; a sponsor that values the potential of what we can all do together; and a sponsor that wants to get to know your audience is so pivotal to every race program.”
Renee also said the RAD Industries team is, “most excited about showing all the products SUNEX Tools offers that our community may not yet know about.”
Photo courtesy of RAD Industries.
What about RAD Dan’s RAD Supra?
We’ll just say a reliable source has confirmed a 2024 livery reveal is set to happen any minute now!
We can also happily report that both driver and car are ready to take on another PRO FD season. Dan said the extra down time has prepared him to, “get back to FD more ready than ever!” He also confirmed the Supra is just as itchy to get back out on the FD tracks, “The car was at its best in 2022, and I'm thankful to not have to make many changes going into 2024.”
As far as where Dan’s driving career will go from here? This professional drifter says he hasn’t yet accomplished all the goals he set for himself when he first started with FD, so..…
“There is some unfinished business left on the table and I'm going to compete in FD until I'm ready to leave,” Dan concluded. “There is nothing quite as challenging and satisfying as driving with some of the best in the world!”
It’s another great promise from RAD Dan and his faithful team to add to the books. We don’t know about you, but we’re super stoked to see this driver and that cool Supra out there again at all the FD stops tearing it up.
