When Did a 174 km Mountain Race Become More Important Than Fashion Week for Global Brands?
Chamonix looked less like a mountain town and more like a runway in trail shoes. At the 2024 UTMB World Series Finals, the world’s toughest ultra race doubled as one of the most valuable brand showcases in outdoor sports.
HOKA, The North Face, Kailas FUGA, and COROS logos dominated the course. ASICS, Adidas, Nike, and Brooks all dropped prototypes mid-race. Patagonia, Salomon, and Black Diamond staged limited-edition pop-ups on Chamonix’s main street.
This was not just a race. It was a global marketing playbook unfolding in real time.
From Alpine Niche to Global IP
UTMB started in 2003 as a brutal loop around Mont Blanc: 174 km, 10,000 meters of elevation, and more than 20 hours on foot. Two decades later it has grown into a world-class sports IP with seven race formats, from the 101 km CCC to the 56 km OCC, and now pulls 10,000 runners and 50,000 spectators every year.
The race hasn’t just scaled in size. It has scaled in commercial impact.
The Sponsorship Engine
UTMB’s 2025 partners include HOKA and Dacia as Premier Partners, NÄAK and Suunto as Technical Partners, and a long roster of Official Suppliers from BUFF to Vibram.
But sponsorship visibility goes far beyond the banners. Podium finishers Tom Evans and Ben Dhima ran in ASICS prototypes. Ruth Croft delivered victory for adidas TERREX. HOKA, The North Face, Salomon, Kailas, Nike, and COROS all made their mark through elite athlete deals. On race day, the course itself became a moving catalogue of brand storytelling.
The New Sneaker Runway
UTMB is now where performance footwear makes its debut:
Adidas Terrex Agravic Speed Ultra 2 unveiled globally.
ASICS Metafuji Trail 2 prototype carried the men’s champion and runner-up, with Tom Evans’ viral “shoe-as-water-bottle” image lighting up social media.
Brooks Cascadia Elite, Nike ACG Ultrafly 2, Norda 001A, and X-Bionic’s limited TERRASKIN X00/C all made their first appearances on the trails.
The Nike ACG Ultrafly 2 prototype was also spotted on the race course, adding an orange colorway to the previously announced schemes. The official release is expected in Spring 2026.
The Norda 001A made its debut as the world's first seamless trail running shoe.
First release of the X-Bionic TERRASKIN X00/C in Light and Shadow Ink (limited edition).
UTMB has become the outdoor industry’s fashion week - only here, prototypes are tested at altitude, in mud, on tired legs.
Pop-Ups in Chamonix
From August 26-31, the town itself turned into a retail lab. Salomon, The North Face, and Decathlon sold Chamonix-only editions. Patagonia introduced a UTMB hardshell jacket made from recycled material. Black Diamond engraved trekking poles with the UTMB course map.
The spectacle extended from start line to storefront.
Going Global
In 2025, UTMB’s World Series will cover five continents and 28 countries, with more than 50 events. China is a clear priority as the brand pushes to globalize its model and tap new markets.
The Lesson for Marketers
UTMB shows how authenticity, community, and spectacle can transform a niche competition into a premium marketing platform. It is gritty enough to be real, but polished enough to command global attention.
For global brands, a 174 km mountain race is no longer just sport. It is the new runway.
