Toni Gardemeister, a notable second-generation rally driver, is reminiscing about his time partnering with the Finnish brand Sotka, particularly during a successful period when he starred in their advertisements before the millennium. The collaboration was initiated under the suggestion of Gardemeister's manager, highlighting the brand's interest in connecting with rally fans, a sport that held significant popularity among the public at the time. Gardemeister shared that the advertisement shoots were relatively simple and low-pressure, as he only had a few lines to memorize, making the experience enjoyable and memorable.

Recent news released on Monday revealed that Indoor Group, the owner of Sotka and Asko, has filed for bankruptcy, prompting Gardemeister to reflect on his fond memories associated with the brand. He recalls that the shoots took place in studios located in Helsinki and Lahti, emphasizing the supportive environment they cultivated during the advertisement processes. This bankruptcy marks a significant moment for the brand, which has been a part of Finnish culture and history, particularly within the sporting community who once praised its contributions to rally racing.

The implications of this bankruptcy extend beyond just financial concerns; it raises questions about the future of a recognizable brand that has been deeply intertwined with Finland's sporting heritage. Gardemeister's memories serve as a testament to the impact Sotka had within the rally community, underlining the nostalgia and cultural significance that the brand holds in the hearts of many Finnish citizens, especially those who followed rally sports closely during its peak years.