Build for Off Road Adventure Ride
2 Epic Adventure Ride Events
6 Thrilling On-Location Episodes
Premiering on Discovery Turbo
Streaming on-demand on HBO Max and Discovery+
Dive into the ultimate off-road and overlanding experience all season long on Build for Off Road with two thrilling Adventure Ride events that send rugged off-road Jeeps, versatile chase trucks, and overland campers to explore some of the most fascinating and rustic trails in the country – providing organic opportunities to highlight how your products excel in real-world, off-road conditions.
The Adventure Rides provide your brand with multiple touch points throughout the year for creating and distributing engaging social media exposure to millions of off-road enthusiasts, PLUS six compelling, on-location episodes on Discovery Turbo and Discovery+ showcasing your brand with product category exclusivity.
Ride 1: The Rimrocker Run
(Montrose, CO → Moab, UT)
The Road to Moab – Overland Trail Ride
Host Ian Johnson kicks off the adventure series in Montrose, Colorado, leading a convoy across the legendary Rimrocker Trail—a 160-mile stretch of rugged terrain connecting Colorado to Moab, Utah. With his Gladiator and overland trailer in tow, Ian puts overlanding gear, parts, and accessories to the ultimate test while showcasing the breathtaking vistas and demanding technical sections of the route. The crew will push through desert passes, remote campsites, and rocky climbs, ending with their arrival in Moab, UT.
Moab Madness – Hitting the Off-Road Trails
Ian dives into the heart of Moab’s world-class trails. From slickrock playgrounds to technical obstacles, viewers get an inside look at some of Moab’s most iconic and extreme off-road routes. Industry partners and brand ambassadors join the ride, putting sponsor parts to work in real-world conditions.
Ride 2: Tennessee Off-Road Tour
(Mt. Pleasant, TN → Jack Daniel’s BBQ)
Trails of Tennessee
Starting at Big Tire Garage in Mt. Pleasant, TN, Ian leads a group of sponsor brand ambassadors on a multi-stop trail ride through some of the Southeast’s best wheeling destinations. Stops include Hawk Pride and Chocco Off-Road Park, where the crew takes on everything from wooded hill climbs to slick rock waterfalls.
It’s the perfect testing ground for Southern-built rigs, and Ian breaks down the setup strategies that thrive in the Southeast’s unique terrain. Nights bring campfire overlanding, stories, and trail repairs.
Food, Friends, and Whiskey
The ride continues at Adventure Off-Road Park before wrapping up with an epic finish at “The Jack” (The Jack Daniel’s BBQ Invitational) in Lynchburg, Tennessee. Off-roading meets Southern tradition as Ian and crew celebrate the end of the season with food, friends, and whiskey-fueled camaraderie.
Along the way, Ian reflects on the journey across the country—from Colorado slickrock to Oklahoma granite to Tennessee mud—and how Build for Off Road continues to unite the community through adventure, gear, and grit.
Adventure Ride Sponsors
Adventure Ride Sponsors
CAN YOU SEE YOUR BRAND AS
PART OF THE ADVENTURE?
INVITE-ONLY EVENTS FOR THE OFF-ROAD INDUSTRY
Show off YOUR PRODUCT IN ACTION on the ride with category exclusivity!
- Social media exposure during each Adventure Ride event
- TV brand exposures and product mentions in Adventure Ride episodes on Discovery Turbo, Discovery+, and HBO Max
- PLUS, your product will be featured in a segment hosted by Ian Johnson in one of the Build for Off Road Adventure Ride episodes
"Join The Ride" Option
Bring YOUR vehicle and spokesperson!
- Your brand uniquely represented in the Adventure Rides
- Leverage your influencer and ambassador relationships to capture and create your own social media content showcasing your vehicle on the ride
- Unique opportunity to create content for your social media marketing in a compelling event environment
- Network with industry peers and influencers in consumer expos, group gatherings, and special events
Showcase Your Brand in the Wild!
The ultimate opportunity to show what your product can handle!
- Show millions of viewers how your brand/product performs in a real-world, offroad environment
- REAL-TIME brand exposure from the trail, as Ian and our social team post daily updates during the adventure
- TV premieres throughout the year, with millions of social impressions, video views, and clicks via the Build for Off Road social media channels around each premiere
INVITE-ONLY EVENT FOR OFF ROAD INDUSTRY
Show off YOUR PRODUCT IN ACTION on the ride with category exclusivity!
- Social media exposure during each Adventure Ride event
- TV brand exposures and product mentions in Adventure Ride episodes on Discovery Turbo and Discovery+
- PLUS, your product will be featured in a segment hosted by Ian Johnson in one of the Build for Off Road Adventure Ride episodes
"Join The Ride" Option
Bring YOUR vehicle and spokesperson!
- Your brand uniquely represented in the Adventure Rides
- Create your own social media showcasing your vehicle on the ride
- Unique opportunity for you to create content for your social media marketing in a compelling event environment
- Network with industry peers and influencers in consumer expos, group gatherings, and special events
Showcase Your Brand in the Wild!
The ultimate opportunity to show what your product can handle!
- Show millions of viewers how your brand/product performs in a real-world, offroad environment
- REAL-TIME brand exposure from the trail, as Ian and our social team post daily updates during the adventure
- TV premieres throughout the year, with millions of social impressions, video views, and clicks via the Build for Off Road social media channels around each premiere
Get Trending from the Trail
Engage off-road enthusiasts with social media content that immerses your brand in thrilling, authentic environments.
Our Network & Social Media Partners
Connecting you with highly engaged automotive enthusiasts
More to Explore:
Get all latest updates on the Adventure Ride on the Behind the Ride Blog!
2026 Build for Off Road Adventure Ride Moab Meet and Greet
The Sunset Crawl Social Meet and Greet in Moab is open to the public and will bring together off-road enthusiasts, industry partners, and adventure fans for an evening of vehicles, products, and community as part of the second annual Build for Off Road Adventure Ride.
2026 Build for Off Road Adventure Ride 1 Overview
We’re excited to officially kick off our 3-part Build for Off Road Adventure Ride with Ian Johnson running June 16-20. The first of two Adventure Rides planned for 2026 will take us from Montrose, Colorado into the legendary trails of Moab, Utah, capturing an incredible amount of content for upcoming episodes, sponsor integrations, and social media coverage along the way.
High Impact Content Ahead: 2026 Adventure Rides
We put the pros to the test so you can prove your performance. Watch how the 2025 Adventure Ride delivered the ultimate stress test for man, machine, and equipment.
Behind the Scenes in Kingman, AZ
As the crew reached the end of the last trail in Kingman, we caught up with Ian Johnson, Matt Steele, Willie B, Brad and Adam Lovell, and more to get their unfiltered takes on the trip. Watch the video to hear what the cast and crew had to say after surviving five days of the toughest terrain the Southwest has to offer.
Behind the Scenes in Johnson Valley
As you anxiously await Part 3 of the Adventure Ride on Discovery Turbo and Discovery+, we’re giving you an exclusive look behind the scenes of Johnson Valley from the perspective of our crew members.
Want Ian to feature your brand on one of his projects?
See what we have lined up for the 2026 production season so far, and learn how your brand can get in on the action!
Interested in Being an Adventure Ride Sponsor?
Fill out the form below and one of our team members will contact you!
