Abbreviated to “EMC,” the event takes place the same week as the King of the Hammers and provides entrants an opportunity to race in the big one.
Second only to the King of the Hammers, the Every Man Challenge (EMC) is a fan favorite event at Johnson Valley, California, for two reasons. First, this is the only event that you could potentially drive to and race in your own truck, Jeep, or SUV—provided you meet the rules for one of the classes. The second is that if you place high enough, you would be offered an entry into the main event itself. For 2025, Yokohama Tire has agreed with Hammerking Productions to become the title sponsor of this “everyman” off-road racing event.
For years, the EMC was sponsored by off-road parts distributor and seller, 4 Wheel Parts, up until its 2024 running. This was possibly due to the financial issues that its parent company faced until its purchase by Off Road Warehouse. This forced Hammerking Productions to run the event without a title sponsor but, for 2025, Yokohama Tire has stepped up to the plate. “Yokohama is honored to sponsor the King of the Hammer’s Every Man Challenge,” said Candace Cogan, Yokohama senior manager of events, partnerships and sponsorships. “It’s an extremely challenging race, designed to test driver, machine, and tires. Every year teams on the Geolandar M/T G003 tires continue to prove the durability and find success in the race. We look forward to working with Hammerking and the dedicated racers to continue to build the EMC race.”
More Than Just a Title
Yokohama’s branding will also be seen in more than just EMC promotions. Cameron Steele will race in the UTV division, Unlimited TT, and 4400 classes during the 2025 King of the Hammers with Yokohama tires while 2024 4600 Stock class winner, Bailey Cole, will also race on Yokohama tires in four different classes. Both drivers join Wayne and Kristen Matlock in the Desert UTV class, Levi Shirley and Philip McGilton in the 4400 class, and Jonathan and Jordan Brenthel in Spec TT, as well as Nick and Chris Isenhouer in the Unlimited class who are all on Yokohama tires ranging from the Geolandar M/T G003 (EMC classes), Geolandar SD (UTV classes), and Geolandar MT-R (Unlimited and Spec TT) tires.
Veteran Support
As if that was all, Yokohama will race alongside Warrior Built Foundation in the Class 11 race. This is a full field of the original off-road race cars: the Type 1 Volkswagen Beetle. This partnership car will race on a set of Geolandar AT/4 tires while a set of Geolandar A/T-XD tires will be given away to a lucky veteran onsite during the 2025 King of the Hammers. Yokohama and Optima Batteries will also host veterans during an evening event hosted by Warrior Built during the weeklong event.
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