TWIX has surprised winter sports enthusiasts by partnering up with snowboarding Olympian Maddie Mastro to create a custom designed splitboard. To coincide with the X Games in Aspen, TWIX announced the TWIX Doughboard, a one-of-a-kind splitboard to celebrate the nationwide rollout of the limited edition TWIX Cookie Dough.

What is a splitboard you might ask? A splitboard is a snowboard that comes apart into 2 skis, allowing riders to hike in the backcountry before riding the board down, showing the power of left and right coming together. Similar to the left and right TWIX!

The first half of the board has been designed with the help of Maddie Mastro and features a retro take on the classic TWIX logo. TWIX left the second half of the board blank to give fans the opportunity to flex their creative muscles and be part of the board’s final design. One lucky fan will be selected to create the second half which will be turned into reality by Venture Snowboards in Colorado. 

"As a TWIX fan, partnering with Mars to create the TWIX Doughboard is a dream come true," said Maddie Mastro, professional snowboarder. "Splitboarding is one of my favorite things to do in the mountains, so it's an incredible opportunity for one fan to be able to design half of the TWIX Doughboard. I am so excited to see what is chosen alongside my design, so make sure to head to TWIX.com/cookiedough and submit yours."

Not only will the winning fan have the once-in-a-lifetime opportunity to design half a splitboard, they will also be invited to meet Maddie Mastro at a ski resort in the United States later this winter. There they will be the first to receive and test out the brand-new TWIX Doughboard. 

In the Springtime, TWIX will be giving away over 100 of these limited-edition boards on TWIX.com and at ski shops across the country.

"Just like TWIX fans no longer need to choose between the left or right TWIX, our TWIX Doughboard gives winter sports enthusiasts the option to choose different areas of the mountains," explained Samantha Urban Brand Manager at Mars. "We are excited to give consumers the opportunity to collaborate on the TWIX Doughboard design with our talented partner, Maddie Mastro. We can't wait for this board to hit the slopes, inspiring moments of epic adventure for our thrill-seeking TWIX fans."

Partnerships between athletes and snack brands aren’t always an obvious match but through listening to audiences and engaging with sports fans in an authentic way the unique collaboration captures the imaginations of snowboarding fans. The opportunity to design a special edition board alongside a winter sports athlete is not to be missed. Through authentic engagement with communities, brands are able to create deeper connections with audiences.