WAKE Alphatropics Enters U.S. Market With Record-Breaking Snowbike Jump

The jump, performed at nearly 50 mph, required Matechuk to navigate both the launch and a complex parachute system to land safely. By partnering with Thrill Sports—the parent company behind Nitro Circus and Street League Skateboarding—WAKE aims to bypass conventional media buys. Instead, the supplement brand is banking on organic social engagement fueled by elite athlete storytelling and high-adrenaline feats.

Frank Lamicella, CEO of Thrill Sports, noted that modern consumers are increasingly resistant to standard advertising clutter, favoring authentic moments that naturally command attention. This record-setting leap is the first of four planned collaborations between WAKE and Thrill Sports, with subsequent projects scheduled throughout the coming year. WAKE co-founder Patrick Sills emphasized that the company intends to maintain this action-first strategy, positioning its performance pouches for a demographic that prioritizes endurance and peak output over static promotional campaigns.