GMC Becomes the Official Truck of the Natural Selection Tour, Powering the World's Most Adventurous Athletes
Partnership Brings GMC’s Premium Off-Road Capability to the Pinnacle of Global Surf, Snow and Bike Competition
Detroit, MI – February 12, 2026 – GMC and the Natural Selection Tour (NST) today announced a partnership that brings together two brands united by a commitment to capability, progression and the pursuit of nature at its most demanding. Beginning with the 2026 season, GMC becomes the Official Truck of the Natural Selection Tour, solidifying GMC as the premium and capable truck brand built to reach – and thrive – in the remote, off-grid terrain where the world’s best outdoor athletes train, explore and compete.
To launch the collaboration, GMC and NST created a dynamic social film series celebrating the athletes who are redefining what’s possible in surf, bike and snow – and the vehicle that gets them there, the GMC Sierra AT4X. These stories follow three elite athletes as they prepare for the 2026 Tour, including snowboarding icon and NST co-founder Travis Rice, freeride mountain bike legend Cam Zink, and professional surfer Coco Ho. Each film spotlights a simple truth: NST athletes thrive where the map ends. And the GMC Sierra AT4X isn’t a spectator – it’s a partner in pursuit.
“Natural Selection follows the call of the mountains and is led by Mother Nature,” said Travis Rice, pro snowboarder and Co-Founder of the Natural Selection Tour. “The places we ride are remote, powerful, and earned. Getting there is a major part of the process, and having partners like GMC, who can meet that challenge helps us reach these destinations and the spirit of the Tour.”
“GMC trucks and SUVs are purpose-engineered for distance, elevation, and the realities of extreme terrain,” said Suzie Guzzo, Chief Marketing Officer, Buick and GMC. “NST athletes train in landscapes that demand capability at the highest level. This partnership is rooted in a shared commitment to capability and exploration, and the Sierra AT4X is built to deliver every mile of it.”
Produced and facilitated by Religion of Sports (ROS), the partnership was developed to authentically connect GMC and the Natural Selection Tour through storytelling rooted in capability and adventure. The content will be distributed across Natural Selection channels, athlete social media platforms, and GMC’s own social channels, reaching millions of adventure enthusiasts and outdoor sports fans.
About General Motors
General Motors (NYSE:GM) is driving the future of transportation, leveraging advanced technology to build safer, smarter, and lower emission cars, trucks, and SUVs. GM’s Buick, Cadillac, Chevrolet, and GMC brands offer a broad portfolio of innovative gasoline-powered vehicles and the industry’s widest range of EVs, as we move to an all-electric future. Learn more at GM.com.
About Natural Selection Tour
The brainchild of pro snowboarder Travis Rice, the Natural Selection Tour showcases the world’s top riders from snowboarding, skiing, mountain biking, and surfing competing on the planet’s most exciting natural terrain, waves, and in optimal conditions. The most exciting athletes from every part of their sport come together on the Natural Selection Tour for the crowning of a men’s and women’s champion, the world’s top all-around athletes in their sport. The Natural Selection Tour brings the sports, riders and viewers back to Mother Nature with a mission to inspire people to forge a deeper relationship with her. NaturalSelectionTour.com