The weeklong gathering, running from September 28 to October 3 in Hurricane, Utah, serves as a high-stakes proving ground for 3W’s Thorex TPE floor mats. Designed to withstand the abrasive red sand and mud typical of the region, the liners will be showcased at the brand’s Booth D6 during the Vendor Show at the Washington County Fairgrounds. Beyond static displays, the company is integrating itself into the festival’s culture by sponsoring 250 volunteer guide shirts and hosting interactive experiences, including a mat-tossing game and DIY personalization workshops.

Competitive spirit remains a core focus of the brand’s involvement. 3W is backing 17-year-old rock-crawling standout Brett Dickey as he competes in the BFGoodrich Tires Trail Breaker. Dickey, who currently leads the W.E.ROCK Unlimited national standings, will pilot his No. 17 vehicle adorned with 3W decals. The company is also extending its influence to the trail itself, serving as the title sponsor for the West Rim Lite route and a sponsor for the Toquerville Falls Day trail. These partnerships underscore a broader push by the company to align its "Fit For Your Wild" campaign with the demanding realities of off-road performance.