Wake
built for
big moments.
Bigger flavors. Built for the moment.
Custom-engineered from the ground up — not off the shelf. Two in market. A full fleet behind them.
Action sports. Stunt culture. The audience that follows athletes into spaces most brands are too cautious to enter. These are the people who decide what is next before anyone else knows it is coming.
Wake is built for them — and distributed through the events, athletes, and content they already trust.
Wake × Thrill Sports.
Wake is the hero brand, activating across the Thrill Sports portfolio — Power Slap, Street League Skateboarding, Nitro Circus, and Thrill Stunts — anchored by the Cody Matechuk world-record attempt.
Ready to ride?
Engineered for the full release window.
Most pouches use off-the-shelf flavor compounds built for beverages or gum. Pouch delivery is different — the flavor profile needs to hold across the full release window without bitterness, fade, or chemical aftertaste.
Kicker Mint and Tropical Fruit were built from the ingredient up for exactly that profile. That engineering discipline applies to every flavor in the fleet.
A stunt goes live. The audience builds.
Wake does not run media campaigns. Wake runs activations. A world-record attempt goes live, the audience shows up, and they want the product the athlete was carrying. That is how Wake earns shelf space — not by buying it, but by building the audience first and letting demand follow.
Thrill Sports gives Wake access to the events, athletes, and global content infrastructure that makes that model work. Power Slap, Street League Skateboarding, Nitro Circus — three properties, one activation pipeline.