Jim Liaw (co-founder of Formula DRIFT) on RACER's The Creative Drive Podcast

Formula DRIFT co-founder and General Manager of Performance Racing Industry (PRI) sat down with RACER's Taro Koki during the most recent PRI Show in December or 2024. Jim talks about the creation of Formula DRIFT working at PRI, marketing, the evolution of motorsports, and the future.

During the interview with Koki, Liaw reflects on the early challenges and triumphs of launching Formula DRIFT and how it has evolved into a global motorsport. He also discusses his current role at Performance Racing Industry (PRI) and the impact of marketing, innovation, and shifting audience interests on the future of motorsports.

"Formula DRIFT started as a passion project—there was no roadmap for professional drifting in the U.S. back then," Jim Liaw explains. "We had to build everything from scratch—rules, judging criteria, even convincing sponsors that this was a viable motorsport."

"The industry is changing rapidly," Liaw adds. "Technology, social media, and electrification are pushing us in new directions, but the passion for racing remains the same."

This conversation offers insight into motorsports evolution, the business side of racing, and what lies ahead for the industry. Link to RACER's coverage.