Hurricane, Utah – September 24, 2026 -- 3W Auto-life will serve as the exclusive title sponsor of the Level 4 West Rim Lite trail at the 11th Annual Monster Energy Trail Hero Event, running Sept. 28 to Oct. 3 in Hurricane, Utah, at Sand Hollow's red sand dunes and slickrock terrain.
The custom-fit floor mat brand will also sponsor the Level 4 Toquerville Falls Day trail and set up a booth at the Washington County Fairgrounds Vendor Show from Oct. 1 to 3, occupying a 20-by-30-foot space designated Booth D6.
3D-scanned mats aim to handle red sand, mud and water
3W uses 3D scanning and VigorMold injection molding to build custom-fit floor liners and truck bed mats for vehicles including the Toyota Tacoma, Ford Bronco, Jeep Wrangler and Toyota 4Runner. The mats are made from Thorex TPE material, which the company says is waterproof and easy to rinse clean after off-road use.
"Trail Hero celebrates the connection between people, their vehicles and the raw landscape around them," said Angela Wang, co-founder of 3W. "3W Auto-life's role is to provide dependable protection that lets them focus on the trail ahead."
250 trail guides will wear 3W-branded T-shirts
Guided runs on both sponsored trails take place Wednesday and Friday during the event. 3W will sponsor 250 T-shirts for the volunteer trail guides leading those runs.
17-year-old Brett Dickey competes in Trail Breaker on Sept. 30
3W is backing driver Brett Dickey, the 2024 Trail Breaker champion, who will race his No. 17 vehicle bearing 3W decals in the BFGoodrich Tires Trail Breaker competition. Dickey currently leads the W.E.ROCK Unlimited national points standings and races with his family's Beast Buggy Motorsports team, with his father Matt Dickey serving as spotter. The competition draws roughly 20 drivers through qualifying rounds, and 3W will award products to the top three finishers.
3W is also contributing a $100 donation and products to the Racing Anxiety charity raffle at the Sept. 28 opening party.
Attendees can claim gifts through Instagram posts and a scavenger hunt
Visitors who post event photos on Instagram tagging @3wautolife_official with the hashtag #3WTrailHero can show the post at the booth to receive a gift. Booth activities include a DIY floor mat art station, a mat-tossing game and a check-in point for the Yukon Gear & Axle Trail Hero Go Scavenger Hunt. During the Monster Energy Music Fest from Oct. 1 to 3, 3W will hand out glow items to attendees who share a tagged Instagram post.
3W customers can use code TRAILHERO30 for 30% off at 3wliners.com from Sept. 21 to Oct. 7, while select products are discounted 5% to 10% on Amazon in North America starting Sept. 21.