3W Named Exclusive Title Sponsor of West Rim Lite at Trail Hero 2026

The brand's "Fit For Your Wild" campaign will bring custom-fit vehicle protection, interactive booth experiences and sponsored driver Brett Dickey to Sand Hollow's red sand dunes and slickrock trails

HURRICANE, Utah, Sept. 24, 2026 /PRNewswire/ -- 3W Auto-life, a multi-award-winning leader in premium custom-fit car floor mats, will join the 11th Annual Monster Energy Trail Hero Event powered by Greater Zion — an off-road gathering and charity event taking place Sept. 28 to Oct. 3 in Hurricane, Utah.

Trail Hero brings 3W to one of the country's most distinctive off-road landscapes, where the effectiveness of the brand's premium floor mats is put to the test. The custom-fit all-weather liners and truck bed mats are designed to protect off-road vehicles from the red sand, mud, water and gear-borne mess that drivers bring back from the trail.

During the weeklong off-road festival, 3W will serve as the exclusive title sponsor of the Level 4 3W West Rim Lite trail and sponsor of the Level 4 Toquerville Falls Day trail. The brand will welcome visitors at Booth D6 during the Vendor Show and support rising rock-crawling driver Brett Dickey in the BFGoodrich Tires Trail Breaker competition. Event attendees are invited to share their adventures through its  "Show Us Your Wild" campaign.

"Trail Hero celebrates the connection between people, their vehicles and the raw landscape around them," said Angela Wang, co-founder of 3W. "Every driver arrives with a different rig and different goals in mind. 3W Auto-life's role is to provide dependable protection that lets them focus on the trail ahead."

Premium Vehicle Protection for Sand Hollow's Red-Rock Terrain

Sand Hollow's red-rock terrain is part of what makes Trail Hero memorable, but the same red sand and mud can quickly find their way into a vehicle's cabin, cargo area and truck bed.

3W uses high-precision 3D scanning and VigorMold™ injection molding technology to create a stable custom fit around the floor structure of each vehicle model. Its durable Thorex™ TPE material is waterproof, odor-free and easy to clean, allowing drivers to rinse away dirt and debris after a day on the trail. Select products incorporate metal pedals and removable carpet inserts for added underfoot stability and everyday comfort.

At Trail Hero, 3W will display all-weather floor liners and truck bed mats for popular off-road vehicles, including the Toyota Tacoma, Ford Bronco, Jeep Wrangler and Toyota 4Runner, among others.

Visitors can check out 3W products alongside a pickup truck display vehicle at the brand's 20-by-30-foot Vendor Show space, Booth D6, at the Washington County Fairgrounds from Oct. 1 to 3.

Also at the booth, "Draw Your Wild" invites visitors to personalize a floor mat through a hands-on DIY art activity, while "The Wild Toss" challenges them to test their aim in a mat-tossing game. Attendees can also check in at the booth as part of the official Yukon Gear & Axle Trail Hero Go Scavenger Hunt and claim an on-site gift.

Two Trails, Two Sides of the Wild

3W's sponsored trails offer two different ways to experience Sand Hollow.

The Level 4 3W West Rim Lite trail will carry 3W's name throughout the week as an exclusive title sponsorship, with guided runs taking place Wednesday and Friday.

3W will also sponsor the Level 4 Toquerville Falls Day trail, known for its signature waterfall landscape. Guided runs will take place Wednesday and Friday.

The brand will extend its support to the people leading those experiences by sponsoring 250 Trail Guide T-shirts worn by volunteer guides.

Backing a Rising Rock-Crawling Driver

On Sept. 30, 17-year-old Brett Dickey will compete in the BFGoodrich Tires Trail Breaker as a 3W-sponsored driver. His No. 17 vehicle will carry 3W decals during the competition.

Dickey, the 2024 Trail Breaker champion and an up-and-coming off-roader, races with his family's Beast Buggy Motorsports team, with his father, Matt Dickey, serving as his spotter. He currently leads the W.E.ROCK Unlimited national points standings and shares updates through @sonuvabeast.

Trail Breaker is one of Trail Hero's most demanding and spectator-friendly competitions, bringing together approximately 20 leading drivers who advance through qualifying rounds. On top of backing Dickey, 3W will award products to the first-, second- and third-place finishers.

Dickey's partnership with his father and his rapid rise through the sport reflect 3W's philosophy behind "Fit For Your Wild": no two competitors reach the trail in quite the same way, and the equipment and people supporting them are part of every run.

3W will support the wider Trail Hero community with a $100 donation and product contribution to the Racing Anxiety charity raffle during the Sept. 28 opening party. The event's broader mission includes protecting motorized access to public lands and creating outdoor experiences for veterans and children with special needs.

Show Us Your Wild

Throughout Trail Hero, 3W is inviting attendees to share what the event looks like from their perspective. Participants can capture an in-cabin moment, a trail run or another event highlight, post it to Instagram with the caption "This is My Wild!", tag @3wautolife_official and include the hashtags #3WTrailHero, #3WAutoLife and #FitForYourWild. Visitors who show their post at the 3W booth can claim a gift.

During the Monster Energy Music Fest from Oct. 1 to 3, 3W will distribute glow items from a tent and display table at the entrance and inside the venue. Attendees can receive one by sharing an Instagram Story or feed post that tags 3W and mentions Trail Hero.

Visit 3W at Booth D6 at the Washington County Fairgrounds Vendor Show, Oct. 1 to 3, and follow @3wautolife_official for event updates.

3W customers can save 30% at 3wliners.com using code TRAILHERO30 from Sept. 21 to Oct. 7. Select 3W products are also available for 5% to 10% off through Amazon in North America from Sept. 21.

About 3W Auto-life

Founded in 2016, 3W Auto-life manufactures high-end floor liners for a wide range of vehicles. More than just an automotive interior accessory, 3W mats are a reflection of the rugged elegance and freedom of the great outdoors. The company is partnered with more than 30 global OEMs and has designed more than 600 custom-fit molds for vehicle floor mats. To date, 3W's floor mats have won more than 30 design awards, including the prestigious German Red Dot Award, and are trusted by drivers in the United States, Canada, Europe, the United Kingdom, South Korea, Saudi Arabia and beyond. Learn more at 3wliners.com.

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SOURCE 3W Auto-life