3W Brings Custom Fit Protection to Trail Hero 2026

Trail Hero brought together drivers with very different reasons to head off-road: technical rock crawling, family trail rides, outdoor access and time with fellow enthusiasts. For 3W Auto-life, that variety was the point of its “Fit For Your Wild” theme, linking custom-fit vehicle protection to the ways people use their trucks and SUVs.

The company put that idea to work across the six-day event in Hurricane, Utah, with trail sponsorships, support for competition driver Brett Dickey, product displays and community activities. The practical thread was familiar to anyone who takes a vehicle into sand, water or mud: the adventure often follows you back into the cabin.

Trail Hero’s range of routes and drivers

The 11th Annual Monster Energy Trail Hero Event powered by Greater Zion ran September 28 through October 3, 2026, at Sand Hollow. Its program included guided rides, rock-crawling competitions, community activities, a Vendor Show and the Monster Energy Music Festival.

More than 50 trails spanned difficulty ratings from Level 2 to Level 9-plus. That spread let families, UTV owners, overlanders and drivers of heavily modified crawlers take part on their own terms. Wranglers, Gladiators, Broncos, 4Runners, Land Cruisers, four-wheel-drive pickups and competition vehicles all had a place in the week.

Trail Hero also supports outdoor opportunities for veterans and children with special needs, alongside dedicated activities for first responders, women and the wider off-road community. Its emphasis on access and participation gave 3W’s campaign a setting broader than a product display: different drivers could define their own version of a worthwhile day outside.

Two sponsored trails, two kinds of outing

3W held title sponsorship of the Level 4 3W West Rim Lite trail. Organized guided rides ran Wednesday and Friday, with a more informal social media outing on Tuesday. The Level 4 rating offered a way to sample Sand Hollow’s rock terrain without requiring a purpose-built competition buggy, making the route relevant to enthusiasts building confidence as well as groups introducing family members to off-roading.

The company also sponsored the Level 4 Toquerville Falls Day trail, with guided trips on Wednesday and Friday. Its waterfall setting added a different mix of conditions to the week, including water and mud. Together, the routes reflected the range of experiences the event accommodated, from red-rock driving to a day shaped by the falls.

Dickey takes the competition route

Seventeen-year-old Brett Dickey arrived at Trail Hero in his No. 17 competition buggy, carrying 3W graphics and competing in the BFGoodrich Tires Trail Breaker. He had recently received his 2026 W.E.ROCK National Championship Series trophy in Farmington, New Mexico, after becoming the youngest driver to win the Unlimited class national championship.

The result followed his 2024 Trail Breaker title. His father, Matt Dickey, spots for him through their family team, Beast Buggy Motorsports, making the competition a shared effort. The September 30 Trail Breaker gave the pair another chance to compete in front of Trail Hero spectators. 3W also supplied products for the first-, second- and third-place finishers.

Dickey’s program puts the campaign’s theme at the extreme end of the spectrum. A competitive rock crawler and a family taking a guided Level 4 ride ask different things of their vehicles, but both depend on equipment suited to the way they use them.

Protection for what comes back inside

3W displayed custom-fit all-weather floor liners for vehicles represented at the event, including the Toyota Tacoma, Ford Bronco, Jeep Wrangler and Toyota 4Runner, along with truck bed mats. For owners, the use case is straightforward: boots carry sand into the footwell, wet gear gets loaded after a ride, and tools, coolers and recovery equipment move between the truck and the trail.

The company says it uses high-precision 3D scanning and its VigorMold™ injection-molding process to shape liners to each vehicle’s floor. Its Thorex™ TPE material is described as waterproof and odor-free, and designed to rinse clean after contact with sand, water and mud. Those claims connect directly to the conditions drivers encountered during the event; keeping the cabin easier to clean is part of the ownership experience when trail use is routine.

Booth activities and event participation

At Booth D6 in the Washington County Fairgrounds Vendor Show, 3W built its display around a pickup, floor liners and bed mats. The 20-by-30-foot space added participatory activities to the product presentation. “Draw Your Wild” let attendees decorate a floor mat, while “The Wild Toss” turned a mat into the target for an aiming game.

Visitors could also check in through the Yukon Gear & Axle Trail Hero Go Scavenger Hunt and claim a gift at the booth. The company extended that invitation through its “Show Us Your Wild” Instagram campaign, asking attendees to share an in-cabin moment, trail run or other memorable scene with the caption “This is My Wild!” Posts tagged @3wautolife_official and used #3WTrailHero, #3WAutoLife and #FitForYourWild; participants who brought their posts back to the display could collect a gift.

From October 1 through 3, 3W also had a tent and display area at the entrance and inside the Monster Energy Music Festival. Attendees could receive glow items by sharing an Instagram Story or feed post that tagged 3W and mentioned Trail Hero.

Support beyond the product display

3W backed 250 Trail Guide T-shirts, putting its name alongside the volunteers who helped participants navigate the event’s trail program. At the September 28 opening party, it contributed $100 and a set of floor liners to the Racing Anxiety raffle.

Those contributions sat alongside the company’s trail and competition sponsorships, extending its presence to the people and activities behind the event. Across Sand Hollow, “Fit For Your Wild” connected vehicle protection with a broad range of off-road use, from a family’s first guided route to a championship-level rock-crawling run. For drivers, the useful reminder is that choosing gear for an off-road vehicle includes considering what the trail brings back into it.