Fit For Your Wild: 3W Takes On Trail Hero 2026

Red sand followed boots into floorboards. Water and mud came back from the trails. Across Sand Hollow, Jeep Wranglers, Ford Broncos, Toyota Tacomas, UTVs, and purpose-built rock crawlers carried different people toward different versions of adventure. Some drivers came to test themselves against technical rock obstacles. Others came to explore with their families or reconnect with the outdoors alongside fellow veterans.

Among them was 17-year-old Brett Dickey, whose version of a good day involves pointing a competition buggy at terrain that makes most off-roaders pause and reconsider their line.

Everyone’s “wild” looked different, but it left many of the same traces behind.

That common ground gave 3W Auto-life’s “Fit For Your Wild” philosophy a natural home at Trail Hero 2026. The idea extends beyond matching a floor liner to a particular vehicle. It connects the company’s custom-fit protection with the different ways people use their trucks and SUVs, from a family’s first guided trail ride to a young driver’s pursuit of a rock-crawling championship.

Six Days, More Than 50 Trails, And A Shared Purpose

The 11th Annual Monster Energy Trail Hero Event powered by Greater Zion ran September 28th through October 3rd in Hurricane, Utah. For six days, Sand Hollow served as the center of a gathering that combined guided trail rides, rock-crawling competitions, community programs, the Vendor Show, and the Monster Energy Music Festival.

More than 50 trails offered difficulty levels ranging from approachable Level 2 routes to Level 9-plus terrain for experienced drivers in highly modified vehicles. That range helped bring hardcore rock crawlers, UTV owners, overlanders, and families into the same event without requiring everyone to pursue the same experience.

Wranglers and Gladiators shared the landscape with Broncos, 4Runners, Land Cruisers, four-wheel-drive trucks, and competition machines. Some vehicles were built around clearing the next obstacle. Others carried camping gear, coolers, and everything needed for a day outdoors with the family.

The event’s mission reaches beyond recreation. Trail Hero supports motorized access to public lands while creating outdoor opportunities for veterans and children with special needs. Dedicated rides for those groups sit alongside activities for first responders, women, and the broader off-road community.

Access, community, and charity give the week a purpose that extends beyond difficult trails. They also help explain why “Fit For Your Wild” fits an event where the experience matters as much as the vehicle that makes it possible.

Putting The Idea On The Trail

3W’s on-trail involvement included exclusive title sponsorship of the Level 4 3W West Rim Lite trail. The company’s name remained attached to the route throughout Trail Hero, with organized guided runs taking place Wednesday and Friday as well as a more casual social media run on Tuesday.

At Level 4, the route offered a taste of Sand Hollow’s challenges without requiring a dedicated competition buggy. It represented an approachable setting for enthusiasts looking to build experience, spend time with other drivers, or introduce family members to the area’s terrain.

3W also sponsored the Level 4 Toquerville Falls Day trail, with guided outings on Wednesday and Friday. Its waterfall setting offered a different experience from Sand Hollow’s open red rock, adding water and mud to the week’s mix of trail conditions.

The two sponsorships reflected different versions of the same outdoor lifestyle. One put drivers among Sand Hollow’s rock formations. The other brought them into a landscape defined by its falls. Both gave participants reasons to use their vehicles and brought the evidence of those adventures back into the cabin.

Brett Dickey’s Wild Is Competition

For Dickey, Trail Hero meant another opportunity to compete in the BFGoodrich Tires Trail Breaker. He arrived in his No. 17 competition vehicle carrying 3W graphics, representing the company in one of the week’s most technical and spectator-friendly competitions.

His appearance came with a significant new milestone. Dickey had received his 2026 W.E.ROCK National Championship Series trophy in Farmington, New Mexico, becoming the youngest driver ever to win the national championship in the Unlimited class.

That achievement added to a résumé that already included the 2024 Trail Breaker championship. His father, Matt Dickey, serves as his spotter through the family’s Beast Buggy Motorsports team, making the effort a father-and-son partnership as well as an individual pursuit. Brett also shares updates from his competition program through Instagram.

The September 30 Trail Breaker put that partnership back in front of Trail Hero’s spectators. Beyond supporting Dickey, 3W backed the competition with products for the first-, second-, and third-place finishers.

For the brand, Dickey’s involvement gave “Fit For Your Wild” a competitive expression. His goals differ from those of a family exploring West Rim Lite, but both rely on vehicles that let their owners pursue the experiences that matter to them.

When The Trail Comes Back With You

Trail Hero also supplied a practical setting for 3W’s custom-fit all-weather floor liners and truck bed mats. A day outdoors rarely ends with everything staying outside the vehicle.

Sand clings to boots. Wet gear lands on the floor. Tools, recovery equipment, and coolers move between the trail and the truck. Over six days of wheeling and event activities, protecting those surfaces becomes part of living with an off-road vehicle.

3W displayed floor protection for vehicles represented throughout the gathering, including the Tacoma, Bronco, Wrangler, 4Runner, and other applications. The company uses high-precision 3D scanning and its VigorMold™ injection-molding process to shape liners around each vehicle’s floor structure.

Its Thorex™ TPE material is waterproof, odor-free, and designed to rinse clean after exposure to sand, water, and mud. Those features connect directly with the conditions participants encountered during the week, making floor protection relevant to the experience rather than a separate subject.

Bringing “Fit For Your Wild” Into Booth D6

After participants experienced their own versions of “wild” on the trails, 3W brought the same idea into Booth D6 at the Washington County Fairgrounds. During the Vendor Show, the company turned its campaign into something visitors could participate in.

The 20-by-30-foot display centered around a pickup truck and 3W’s floor liners and truck bed mats. Hands-on activities gave visitors another way to engage with the products and the theme behind them.

“Draw Your Wild” invited attendees to personalize a floor mat through a DIY art activity. “The Wild Toss” made a mat the centerpiece of an aiming game. Each gave visitors room to contribute something of their own, carrying the campaign’s emphasis on individual experiences into the booth.

Attendees could also check in at 3W’s display through the official Yukon Gear & Axle Trail Hero Go Scavenger Hunt and claim an on-site gift, connecting the booth with the wider Vendor Show.

Showing The Week Through Their Own Eyes

The “Show Us Your Wild” campaign extended that participation onto Instagram. Attendees were encouraged to capture an in-cabin moment, a trail run, or another memorable part of their week and share it with the caption “This is My Wild!”

Participants tagged @3wautolife_official and used #3WTrailHero, #3WAutoLife, and #FitForYourWild. Bringing the post back to the booth allowed them to claim a gift.

The campaign gave participants a way to define the experience for themselves. A competition obstacle, a waterfall outing, and a family’s first Sand Hollow trail ride could all belong within it.

3W carried that involvement into the Monster Energy Music Festival from October 1st through 3rd, with a tent and display area at the entrance and inside the venue. Attendees could receive glow items by sharing an Instagram Story or feed post that tagged 3W and mentioned Trail Hero.

Supporting The People Behind The Experience

The company also supported 250 Trail Guide T-shirts, putting its branding alongside the volunteers responsible for helping participants navigate the event’s extensive trail program.

Its charity participation included a $100 donation and a floor liner set for the Racing Anxiety raffle at the September 28th opening party. It was another way 3W extended its presence beyond products and into the community surrounding Trail Hero.

Those contributions connected with the people who make the week possible and the causes that give the gathering meaning beyond recreation.

Different Wilds, A Common Fit

Brett Dickey’s wild is competition. A family’s might be its first run on West Rim Lite. For a veteran, it might mean regaining access to an outdoor experience and sharing it with others.

Trail Hero made room for all those experiences, along with the vehicles, skill levels, and personal goals that shaped them. Across that variety, sand, water, and mud remained familiar companions.

3W’s interpretation of “Fit For Your Wild” brought those experiences together through trail sponsorships, competition support, hands-on activities, and practical vehicle protection. The fit was about helping different people live out their own adventures and manage what those adventures brought home.

At Sand Hollow, everyone’s wild looked a little different. That was what made the idea fit.