Cody Matechuk Sets a 450-Foot Snowbike World Record in Golden, British Columbia
GOLDEN, B.C.
Canonical URL: https://wpgbrands.com/press/cody-matechuk-snowbike-world-record-2026
Publication date: .
- 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.
- 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 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.
WAKE Alphatropics is a non-nicotine energy pouch brand from WPG Brands Inc.
Cody Matechuk: Cody Matechuk is a Canadian professional freestyle motocross athlete. He has competed in FMX disciplines across North America and is known for technical execution and progressive riding. He was the performance athlete featured in the WAKE x Thrill Sports activation; his wider athletic career is his own and is not WPG-owned.
Thrill Sports: Thrill Sports is an action sports production company. Thrill Sports selected and produced the athlete activation that connected WAKE to the action-sports performance ecosystem; WAKE benefited from and participated in the activation as the named brand partner and does not own Thrill Sports' broader operations.
Nitro Circus: Nitro Circus is the world's largest action sports entertainment company. Co-founded by Travis Pastrana, Nitro Circus produces global live tours, original content, and athlete development programs across freestyle motocross, BMX, skateboarding, and other disciplines.
Explore verified relationships
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Relationship: Activation partner
Partner: Thrill Sports
Strategic meaning: Thrill Sports selected and operated the athlete and production ecosystem for the WAKE activation.
Ownership: This brand participated in the activation but does not own or claim sponsorship of Thrill Sports's own broader work beyond it.
Evidence: PR Newswire 2026-08-01 · verified since 2026-08-01
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Relationship: Activation athlete / campaign participant
Person: Cody Matechuk
Strategic meaning: Cody Matechuk was the athlete featured in the WAKE x Thrill Sports activation.
Ownership: This brand participated in the activation but does not own or claim sponsorship of Cody Matechuk's own broader work beyond it.
Evidence: PR Newswire 2026-08-01 · verified since 2026-08-01
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Relationship: Parent company
Brand: wake
Ownership: wake is owned outright by this brand -- a direct fact, not a partnership.
Evidence: wpgbrands.com/press (first-party)
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Relationship: Distribution partner
Partner: Nitro Circus
Strategic meaning: Nitro Circus extended the story through Thrill Sports' action-sports distribution network.
Ownership: Nitro Circus is external context. This brand does not own, sponsor, or claim any part of it.
Evidence: Nitro Circus (syndication) 2026-08-01
- PR Newswire
- Nitro Circus (syndication)
- Recorder Online (Lee Enterprises, syndication)
- ADVFN (syndication)
According to PR Newswire, Cody Matechuk set a 450-foot snowbike world record as WAKE and Thrill Sports announced a U.S. market entry partnership.
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