Concept visual
Building the sporting and cultural world around Shuffle across Car Counter Culture, Death Diving, Health & Fitness and Parkour, plugging into Extreme’s talent roster and repository of stunts and opportunities.
Content from our athletes and creators feeds directly into Shuffle’s social calendar, giving Shuffle a 12-month plan of regular content across every activation option. Each activation drives constant content for Shuffle’s platforms.
About us
We are a global sports media, marketing and talent company, originally behind the Extreme Sports Channel. We build brands through creator and athlete campaigns, live events and original IP, working with companies including Red Bull, Visit Malta, TripAdvisor, Black & Decker, PIF, Clarks and Swatch.
See case studies here. (opens in a new tab)
The structure
Activation option 1
Car Counter Culture: Shuffle Owning Car Culture. Position Shuffle as the gambling brand in Street, Drift, Wrap and Hypercar Culture with a collection of automotive creators, custom wraps and live events.
Explore Car Counter CultureActivation option 2
A death diving programme built around independent events and six athlete candidates. No league, tour or broadcaster affiliation is implied.
Explore Death DivingActivation option 3
Proposed territory reaching adult fitness audiences through training content and challenges. Content never links gambling with health or performance.
Explore Health & FitnessActivation option 4
Position Shuffle as the gambling brand in parkour, freerunning and urban movement culture.
Explore ParkourActivation option 5
Creator Sends and launch stunts at the world's biggest events.
Explore Creative Ideas & OpportunitiesAcross all five activation options
Explore the production, editing and posting plan across all five activation option.
Shuffle × Wavelength
Shuffle will be activated in the following ways in any chosen area.
1Route 1
Option 1
Shuffle partners directly with a single athlete or creator.
Concept visual
Option 2
Shuffle brings a group of creators and athletes together as one team, in the style of the Sidemen and Dude Perfect.
Concept visual
2Route 2
3Route 3
Shuffle × Wavelength
1Concept 1
A team of five touring the world together, led by Shuffle founder Noah Dummett (or an employee of his choosing). He’s joined by four creators or athletes, each representing a different Shuffle area and hosting their own area’s content and events along the tour. Shuffle can sponsor the whole Pack as one group, covering all four areas.
How it works
Leader: Noah Dummett, or an employee of his choosing, at the centre of the Pack.
Four area hosts: One creator or athlete each from cars, fitness, parkour and death diving.
Each host leads their area: They lead the series, challenges and events for their world.
One tour: The Pack travels together, with each stop built around a host’s area.
Noah DummettShuffle founder
Emelia HartfordCar Counter Culture
Ryan BeanDeath Diving
Stephanie StormHealth & Fitness
Matt LaroseParkour
2Concept 2
The Shuffle Pack moves into one house, and 4 to 5 creators or athletes from a chosen area move in with them. There’s a House of Cards for each area (gaming, fitness, cars, parkour, death diving). The Pack stays the same, and the guests change with the area.
Tap a card to turn it over.
Concept visual
How it works
The Pack stays: The founder-leader and the four hosts live in every house.
One house per area: A gaming house, a fitness house, a car house and so on.
Guests move in: 4 to 5 creators or athletes from that area join for the season.
The area host leads: The Pack member from that area hosts and guides the house.
Activation option 1 · Car Counter Culture
Street, Drift, Wrap and Hypercar Culture
Embedded in street culture and grassroots drifting, car culture has evolved into a global movement merging automotive design, customisation and self-expression, amplified by social media and a new generation of creators.
Car Counter Culture: Shuffle Owning Car Culture.
Building on Shuffle’s Street, Drift, Wrap and Hypercar Culture marketing and rapid brand growth to date, this proposal outlines a plan and strategy to position Shuffle as the premier gambling brand in Street, Drift, Wrap and Hypercar Culture.
This will bring together a Shuffle Pack of automotive creators, custom wraps and live events.
1
Option 1
All six partnerships are proposed. Availability and commercial rights are unconfirmed.
Proposed partner. Availability and commercial rights unconfirmed.
GLOBAL
Supercar Blondie / Lifestyle
Instagram 17.7M
TikTok 20.2M
YouTube 22.3M
Facebook 64.6M
Total Following 124.8m
USA
Builder and driver
Instagram 2.4M
TikTok 1.8M
YouTube 2.12M
Facebook 1.7M
Total Following 8m
USA
Custom shop
Instagram 1.3M
TikTok 1.1M
YouTube 1.04M
Facebook 2.8M
Total Following 6.2m
USA
Builder, colour change
Instagram 2.1M
TikTok 407.8K
YouTube 942K
Total Following 3.4m
USA
Lifestyle
Instagram 482K
TikTok 1.65M
YouTube 344K
Total Following 2.5m
USA
Lifestyle, JDM
Instagram 350K+
TikTok 260K+
YouTube 852K+
Total Following 1.5m+
2
One of the world's leading professional drifting championships, bringing together elite drivers for intense tandem battles, precision driving and spectacular displays of modified performance cars. Its competitive atmosphere and strong automotive following offer opportunities for Shuffle through creator collaborations, driver appearances and event content.
One of the world's biggest automotive customisation showcases, bringing together spectacular custom builds, vinyl wraps, performance cars, drifting, hypercars and automotive entertainment. Strong potential for creator collaborations, branded car builds and original content.
SEMA Fest takes place on 6 November.
A major European automotive festival celebrating performance cars, tuning, motorsport and custom car culture. Its combination of modified vehicles, automotive styling and enthusiast communities creates opportunities for creator content and customisation showcases.
One of the world's largest custom car exhibitions, featuring spectacular modified supercars, bespoke body kits, vinyl graphics and Japanese automotive culture. A visually powerful setting for automotive storytelling and creator collaborations.
A major European drifting championship featuring world-class drivers, high-speed tandem battles and passionate motorsport audiences. Its combination of competitive drifting, automotive culture and dramatic live action creates opportunities for creator-led storytelling, branded experiences and original content.
3
Led by Supercar Blondie’s platform, we will appoint 10 top-tier automotive lifestyle creators as official brand ambassadors. Each designs and drops a custom car wrap transformation video across TikTok, Instagram, YouTube Shorts and X
View the full Car Wrap Proposal(opens in a new tab)
Featured concept
The Shuffle Pack moves into a villa with a working garage, joined by 4 to 5 car creators for a few weeks. They take on driving-led challenges on a closed course and build and tune cars together. The Pack’s car host leads the house. A live finale in front of spectators closes the season, with VIP spaces for guests and partners.
Proposed original entertainment format. No talent or access secured.
Activation option 2 · Death Diving
Death diving was born at Frognerbadet in Oslo in the early 1970s. Divers jump from a tower and the crowd judges the nerve and style of the jump. It is a distinct sport and is not the same as regulated high diving.
From a local summer pastime it has grown an international following, much of it on TikTok, Reels and Shorts.
1
Option 1
Six candidates. Availability and rights are unconfirmed.
Availability and rights unconfirmed
USA
Cliff diver and creator
Proposed lead for cliff-jumping challenges, flips and stunt-led creator content
Instagram 1.4M
TikTok 3.7M
YouTube 431K
Facebook 73K
Total Following 5.6m
Norway
Death diving athlete
Proposed headline ambassador for Norwegian storytelling
Instagram 135K
TikTok 6K
Facebook 21K
Total Following 162k
Germany
Death diving athlete
Proposed lead for the European audience
Followers: 26.9K
Total Following 26.9k
USA
Death diving athlete
Proposed lead for the US market
Instagram 328K
Total Following 328k
France
Death diving athlete
Proposed lead for French-language content
TikTok 35.7K
YouTube 74.4K
Facebook 1.6M
Total Following 1.7m
Norway
Death diving athlete
Proposed voice for women in the sport
Instagram 349K
TikTok 440.7K
YouTube 1.22M
Total Following 2m
2
Established events with built-in audiences that Shuffle can join
International death diving series
An international series organised by the Døds Diving League (DDL), bringing together 30 to 40 of the world’s elite “death divers” to compete in high-impact knockout rounds across the season.
Next event Expected early summer 2027 in Norway.
Action sports and music festival
A one-day action sports and music festival at the Spring Bay Mill wharf in Triabunna, Tasmania, on 23 January 2027. It builds on two years of Cliff Masters and rebrands it as a larger festival, combining elite cliff jumping with music, food, community and live entertainment.
Next event 23 January 2027 in Tasmania, Australia.
3
Proposed original format
A professional skydiver jumps from a plane, opens their parachute, then releases it at a safe height over open water and death dives into the sea.
Proposed original format
A knockout death diving format where creators and athletes face progressively higher platforms and harder jump requirements across each round. Miss the required score or refuse the jump and you are out, until one final diver remains. The format can travel to different waterfront locations and finish with a major live finale.
Featured concept
The Shuffle Pack moves into a waterfront villa, joined by 4 to 5 death diving creators or athletes for a few weeks. Each week they move up from low platforms toward the tower. The Pack’s death diving host leads the house. The series ends with a waterfront finale, where the crowd judges nerve and style, as it does in death diving itself.
Proposed original entertainment format. No talent or access secured.
Activation option 3 · Health & Fitness
Health and fitness has moved beyond traditional training into a major entertainment category, driven by creators, competitions, transformations and challenge led content.
Social platforms have accelerated that growth, turning fitness personalities, rivalries and physical challenges into highly shareable content with global audiences.
1
Option 1
All six creators are proposed. Availability and commercial rights are unconfirmed.
| 1 | Stephanie Storm Calisthenics / athletic challenge creator. | Australia | Proposed lead for handstand challenges, strength competitions and fitness entertainment. Proposed creator. Availability and commercial rights unconfirmed. | Instagram 286.8K TikTok 125.3K YouTube 934 | Total Following 413k Instagram @stephstorm_fit |
| 2 |  Paula Ahmadi Calisthenics / fitness challenge creator. | Germany | Proposed lead for group fitness challenges, calisthenics and creator competitions. Proposed creator. Availability and commercial rights unconfirmed. | Instagram 111K TikTok 78.6K | Total Following 189.6k Instagram @paula.ahmadi |
| 3 |  Brandon William Fitness entertainment / strength creator | USA | Proposed lead for high energy strength challenges and creator competition content Proposed creator. Availability and commercial rights unconfirmed. | Instagram 373K TikTok 634K YouTube 2.58M Facebook 825K | Total Following 4.4m Instagram @bwvine_ |
| 4 |  Alex Alvanis Calisthenics / fitness creator | United Kingdom | Proposed lead for calisthenics, gym culture and repeatable fitness challenge formats Proposed creator. Availability and commercial rights unconfirmed. | Instagram 794.7K TikTok 331K YouTube 1.1M | Total Following 2.2m Instagram @alexandrosthenics |
| 5 |  Javi de Arquer Fitness challenge creator | Spain | Proposed lead for public strength challenges, creator competition and personality led fitness content Proposed creator. Availability and commercial rights unconfirmed. | Instagram 645.1K TikTok 437.3K YouTube 377K | Total Following 1.5m Instagram @javixretos |
| 6 |  Kendall Washington Fitness entertainment creator | USA | Proposed lead for US focused gym challenges, creator collaborations and personality driven competition Proposed creator. Availability and commercial rights unconfirmed. | Instagram 485.9K TikTok 848.1K YouTube 5.4K | Total Following 1.3m Instagram @kendallwashington |
2
An international functional fitness festival featuring competitive workouts, elite athletes and an energetic festival atmosphere. Strong potential for creator challenges, athlete collaborations and engaging fitness content.
Next event 4 to 6 December 2026 in Mexico City, Mexico.
An international functional fitness series for professional athletes, elite teams and community competitors. The next event is the World Fitness Finals.
Next event 17 to 20 December 2026 in Copenhagen, Denmark.
A team-based fitness competition combining strength, speed, endurance and teamwork. Its competitive atmosphere makes it ideal for Shuffle Pack challenges and creator collaborations.
Next event 6 to 7 February 2027 in Olympia, London, UK.
3
A team based creator challenge built around completing 1,000 total reps across multiple exercises as fast as possible. Different strengths, fatigue and team strategy create natural tension and highly shareable moments.
A physical challenge course where creators unlock each stage by completing strength, endurance and skill tasks. Every completed challenge reveals the next, combining competition, problem solving and personality driven content.
Featured concept
The Shuffle Pack takes over a gym and lives on site, joined by 4 to 5 fitness creators or athletes for a few weeks. They take on daily strength, endurance and skill challenges, chasing personal bests together. The Pack’s fitness host leads the house. A live finale in front of spectators closes the season, with VIP spaces for guests and partners.
Proposed original entertainment format. No talent or access secured.
Activation option 4 · Parkour
Parkour is a dynamic form of self-expression that transforms urban environments through fast, fluid movement and creative interaction with the surroundings. Its striking visual appeal makes it a powerful platform for creators to showcase athleticism, individuality and engaging digital content.
1
Option 1
Proposed creator. Availability and commercial rights unconfirmed.
Türkiye
Parkour / freerunning creator
Proposed lead for urban parkour challenges, acrobatic stunts and viral freerunning content.
Instagram ~450K
TikTok 188.8K
YouTube 41.8K
Facebook 13K
Total Following ~693.6k
Iran
Parkour athlete / coach
Proposed lead for technical parkour challenges, urban freerunning and athlete storytelling.
Instagram 129.5K
Total Following 129.5k
UK
Parkour and freerunning creator
Proposed lead for spectacular parkour stunts, viral challenges and short-form entertainment.
Instagram 2.96M
TikTok 142.3K
YouTube 9.5K
Facebook 232K
Total Following 3.3m
Latvia / USA
Professional freerunner and three-time Red Bull Art of Motion winner
Proposed lead for spectacular parkour performances, original stunt concepts and international content
Followers 1.2M
TikTok 5.1M
YouTube 28.8K
Total Following 6.3m
Germany / Japan
Professional parkour athlete and content creator
Proposed lead for creative urban freerunning, cinematic stunts and international parkour storytelling
Instagram 784K
TikTok 625.1K
YouTube 283K
Facebook 203K
Total Following 1.9m
Canada
Parkour and freerunning entertainment creator
Proposed lead for viral parkour challenges, creative stunts and gaming crossovers
Followers 130.8K
TikTok 1.6M
YouTube 20.8M
Total Following 22.5m
2
An international parkour championship bringing together qualifiers from national events around the world. Strong fit for global athlete storytelling and creator-led content.
Next event28 October to 1 or 2 November 2026
Brno, Czech Republic
A competitive sport built on the game of tag, founded in the UK in 2012. It runs a ranked global circuit of licensed venues, national and continental championships and the World Championships, broadcast in 37+ countries. Strong fit for athlete rivalries, team storylines and fast, clip-ready content.
Next event5 to 6 December 2026
Rotterdam
WCT8 European Championship.
A national parkour competition where state and regional qualifiers join onsite qualifiers in speed and freestyle. Speed is a timed A-to-B obstacle race, and freestyle is judged on flow, versatility, difficulty and execution. Strong fit for athlete storytelling and short-form content.
Next event5 to 7 March 2027
Intrepid Parkour, Cedar Park, Texas
3
Turn a parkour course into a giant musical instrument. Every time an athlete jumps, lands or touches a wall, a sensor plays a musical sound. A team of athletes must complete a planned routine to create an entire song using only their movements. The final performance becomes a music video, with different cities, athletes and musicians featured in future episodes.
Build a special parkour course that uses camera tricks and optical illusions to make ordinary movements look impossible. Professional athletes appear to run up walls, jump between floating platforms and defy gravity. Each video first shows the unbelievable performance, then reveals how the athletes achieved it using real parkour skills and clever filmmaking.
Featured concept
The Shuffle Pack moves into a converted warehouse with a purpose-built parkour course, joined by 4 to 5 parkour creators or athletes for a few weeks. They learn a new skill each week, from vaults to wall runs to precision jumps. The Pack’s parkour host leads the house. The series ends with a live finale, where each guest runs a course designed for them in front of spectators, with VIP spaces for guests and partners.
Proposed original entertainment format. No talent or access secured.
Activation option 5 · Creative Ideas & Opportunities
The Send
The Send is Wavelength's creator-led format. We send unexpected talent to the world's biggest sporting, cultural, lifestyle and trade events and document it in a way that feels fresh, authentic and highly social. Traditional event sponsorship is wallpaper. The Send puts a brand inside the moment through creators the internet actually follows.
View The Send deck(opens in a new tab) 2
Dates per current event calendars, confirmed before booking.
Send 1An industry conference covering gambling, sports betting and Web3.
2 to 5 November 2026
Fiera Roma, Rome, Italy
Official event website(opens in a new tab)
Send 2The global trade exhibition for gambling and betting.
18 to 20 January 2027
Fira Gran Via, Barcelona, Spain
Official event website(opens in a new tab)
Send 3A global betting and iGaming conference and exhibition bringing together operators, suppliers and affiliates.
29 September to 1 October 2026 (past event)
Feira Internacional de Lisboa (FIL) and MEO Arena, Lisbon, Portugal
Official event website(opens in a new tab)
Send 4An urban sports festival featuring BMX, skateboarding and parkour.
5 to 9 May 2027
Rives du Lez, Montpellier, France
Official event website(opens in a new tab)
Send 5Elite big-mountain ski and snowboard competition.
2027 dates not announced yet.
Varies by stop: Spain, France, Alaska and Switzerland in 2026.
Official event website(opens in a new tab)
Send 6Backcountry snowboard and ski series, streamed on Red Bull TV.
2027 dates not announced yet.
Revelstoke, BC, Canada, plus Alaska for ski.
Official event website(opens in a new tab)A gaming documentary series following one fan, chosen by the creators from entries of their best gaming clip, as they are coached from beginner to an exhibition match against a known gaming name. The clip entries create content and engagement before the series begins.
Gaming × Car Culture
A one-night live crossover event where gaming creators and car-culture personalities qualify on racing simulators in the venue. The top finishers earn a few real laps on a closed circuit with a pro driver. Each audience watches its own champion in the other’s world. Spectators attend in the room, with VIP spaces for guests, creators and partners.
Calendar of events and social content studio
October 2026 to September 2027. Indicative timings only, with dates confirmed with Shuffle. Select a month or a bar for detail.
Select a month header or an event bar to see what happens and when. Every timing here is indicative.
Social content studio
Wavelength runs production, editing and posting for every activation option from one studio, with monthly reporting.
Car Counter Culture · Early 2027 onwards · Indicative
A general programme of automotive and lifestyle content and activity, running from early 2027. Detail is covered in the full proposal.
Dates confirmed with Shuffle.
Death Diving · Apr to Jun 2027 · Indicative
Filmed episodes with athlete candidates and Shuffle creators. Subject to safety planning, professional supervision and talent agreements.
Dates confirmed with Shuffle.
Death Diving · Summer 2027 · Indicative
A proposed independent invitational series. Locations TBC, subject to permits, safety planning and athlete agreements. Not an official established competition.
Dates confirmed with Shuffle.
Death Diving · Late summer 2027 · Indicative
A proposed waterfront exhibition weekend. Location TBC, subject to permits, professional supervision and venue agreements.
Dates confirmed with Shuffle.
Health & Fitness · Nov 2026 to Jan 2027 · Indicative
Creators assessed on follower count, recent average views, engagement and adult-audience share. Talent TBC.
Dates confirmed with Shuffle.
Health & Fitness · From early 2027, TBC · Indicative
Proposed training diaries and creator challenges. Timing TBC pending shortlist.
Dates confirmed with Shuffle.
Parkour · Nov 2026 to Jan 2027 · Indicative
Proposed parkour and freerunning athletes and creators. Shortlist, availability and adult-audience data TBC.
Dates confirmed with Shuffle.
Parkour · From early 2027, TBC · Indicative
Proposed parkour, freerunning and urban movement content. Formats, locations and dates TBC.
Dates confirmed with Shuffle.
Creative Ideas & Opportunities · 2 to 5 November 2026 · Indicative
A major international B2B conference and festival focused on online gambling, online sports betting, affiliate marketing, fintech and Web3/crypto integration.
Dates confirmed with Shuffle.
Creative Ideas & Opportunities · 18 to 20 January 2027 · Indicative
The flagship global B2B trade exhibition for the gambling and betting industries, formerly based in London. It covers land-based casinos, sports betting, online gambling, regulatory compliance and payments technology.
Dates confirmed with Shuffle.
Creative Ideas & Opportunities · 5 to 9 May 2027 · Indicative
An urban sports festival featuring BMX, skateboarding and parkour.
Dates confirmed with Shuffle.
Social, always on · Oct 2026 to Sep 2027 · Indicative
Wavelength runs production, editing and posting for every activation option from one studio, with monthly reporting on reach, engagement and referrals.
Dates confirmed with Shuffle.
Nothing scheduled for this filter in this month.
OctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberFounder & CEO
Founder & CCO
Chief of Staff
Social media management
Every activation option, one feed rhythm.
Wavelength runs production, editing and posting for every activation option from one studio, with monthly reporting.
Pillar 1
One calendar
A single editorial plan across all five activation options and alongside Sunderland AFC.
Pillar 2
Guaranteed reach
Wavelength's ~20M-follower network, with monthly reports on reach, engagement and referrals.
Pillar 3
Compliant by design
Meets advertising, age-verification and gambling-marketing rules in each market.