Cody Matechuk Sets a 450-Foot Snowbike World Record in Golden, British Columbia

Cody Matechuk broke his own world record on a snowbike this month, launching 450 feet off a mountainside near Golden, British Columbia, at nearly 50 miles per hour -- and rode the moment straight into WAKE Alphatropics' entry to the U.S. market.

The jump surpassed Matechuk's own previous mark of 320 feet. He executed the descent and the landing at once, piloting a parachute system that carried both him and the snowbike down to the ground.

WAKE, a non-nicotine energy pouch brand from WPG Brands Inc., built its U.S. launch around the stunt rather than a conventional media buy. The activation was produced through a partnership with Thrill Sports, the action-sports company behind Nitro Circus, Street League Skateboarding, and Power Slap, and the resulting content moved through that network rather than paid advertising.

"WAKE is a natural partner given their commitment to performance and their ambition to support athletes and communities built around progression and achievement," said Frank Lamicella, CEO of Thrill Sports.

The bet is a familiar one for WPG Brands: earn attention through a real, verifiable moment before spending on advertising. It is the same model the company is now running a second and third time, with Pulse's retail collaboration and ALRT's launch to first responders.

WAKE Alphatropics is a non-nicotine energy pouch brand from WPG Brands Inc.