What the August 1 Announcement Says About Cody Matechuk’s 450 Foot Snowbike Jump

What this story demonstrates about commercial demand, brand growth and portfolio strategy.

• An August 1, 2026 announcement distributed through PR Newswire for WAKE and Thrill Sports says Cody Matechuk completed a 450 foot snowbike cliff BASE jump near Golden, British Columbia. The announcement describes the jump as a world record.
• The announcement says the jump surpassed Matechuk’s previous 320 foot mark and describes a parachute descent carrying both the rider and snowbike to the landing. Those details remain attributed to the announcement; the source set does not name an independent certification body.
• The same announcement identifies WAKE as a nicotine free energy pouch brand entering the United States and Thrill Sports as the activation partner. Nitro Circus carried a syndicated version of the announcement.

A verified world record stunt anchors WAKE Alphatropics' U.S. market entry -- the debut launch vehicle for WPG Brands Inc.'s three brand portfolio, executed through a real, named partnership with Thrill Sports rather than paid media.

This activation was produced through a named, governed partnership with Cody Matechuk and Thrill Sports -- evidence of the partnership first commercialization model WPG Brands Inc. runs across its portfolio (see Portfolio context below).

“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 is one of three brands WPG Brands Inc. runs on that shared engine. Each brand keeps its own audience, product logic and commercial story:

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.