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I'd do wheels and tires. It increases your handling and confidence which is your performance gain but most importantly it's the biggest thing you can do that really says "this car is mine" over all the other BRZs. Your wheels are giving it it's first identity. Exhaust will give you the sound you're looking for but it won't give you really any gains. Lastly get the big wheel purchase out of the way, enjoy the handling and the personality, and later on the exhaust will be easier to do because it's slightly cheaper than the wheels.
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