— The Challenge —

 Every year the UTMB trail running event welcomes thousands of spectators from the trail-running community to support athletes taking part in the 2-day 170km race. However those outside the outdoor community are unlikely to have ever heard about the competition, let alone see it.

As an official sponsor of the event, Columbia Sportswear wanted to break this mould and share the life changing experience with people who would never get to experience it themselves with the goal of increasing the awareness amongst the general public. 

— TCO Solution —

Our focus was to position the UTMB as an eye-opening experience that will challenge the way you view the world and future obstacles.

To do this we sourced three culturally relevant influencers from the UK, France and Germany and documented their emotions before, during and after the event. Our all female line up included host and presenter AJ Odudu, photographer Monica Carvahlo and fitness influencer Lucile Woodward who all documented the experience in completely unique ways.

 All of the talent were so affected by the race producing and shared additional content across their social channels all driving followers back to the Columbia Europe account.

— AT A GLANCE —

• 3 European influencers identified

• Over 100 pieces of original content across Instagram, Facebook, and Youtube

• 60 second promo film documenting the full experience

• 850,000+ reach

• 30,000+ engagements

— UK TALENT —

— AJ ADUDU —

A lover of the outdoors and always up for a challenge, presenter AJ wanted to follow the athletes observing their grit and determination.

— GERMAN TALENT —

MONICA CARVAHLO

Known for her stunning photomontages, photographer Monica Carvahlo created breathtaking artwork exploring the juxtaposition between the landscapes and the participants.

— French talent —

LUCILE WOODWARD

Lucile Woodward followed every day women to inspire her network, that with determination anyone could take part in the race.