HOKA’s ‘The Fearless Kilometre’ Campaign Champions UTMB and Strava Partnership

New Campaign by Ogilvy UK allows all runners to take part in Ultra Trail du Mont Blanc

HOKA, the shoes and apparel brand built by runners for runners, unveils a new campaign that makes the most difficult race in the world, UTMB, accessible and inspiring to all runners. Ogilvy UK created ‘The Fearless Kilometre’ Strava Event, allowing members of the world’s largest social network for athletes to get a taste of elite trail running and raise money for charity.

UTMB is one of the most challenging extreme courses in the world, HOKA are challenging all runners, of all abilities, to experience a piece of the UTMB journey with the Fearless Kilometre. For every participant, HOKA will donate 1 Euro to Achilles International, a charity that break barriers to race start lines and empowers the disability community to cross the finish line. With the global expansion of the UTMB world series finals – this initiative represents the jewel in the crown of elite trail running. Strava runners can now try part of the course for themselves.

The Fearless Kilometre starts this Friday at 5pm – to register go here.

The fully integrated social campaign also ten short films shot during the race which can be found here

“HOKA’s running community is at the heart of everything we do – no matter the experience, no matter the level.  We have grown the HOKA’s community organically focusing on quality content for their runners, their product and the achievements of both elite runners and regulars alike. No one is born a racer – but anyone can become one. The Fearless Kilometre is a manifestation of that belief and UTMB represents the pinnacle of elite trail running.  We just made it so anyone can join in.” Chris Wall, Head of Creative, Ogilvy UK 

“The UTMB played a crucial role in the origins of HOKA, it’s where our founders first had the idea of reinventing the running shoe, and where they displayed the first prototypes of their footwear.

It’s so important to us, as brand partners, to bring this iconic event to life for our community, celebrating what makes it so important to the trail community, and inspiring those at home to join us next year.

The event is so much more than what is happening on the trails, so having Ogilvy’s support to bring the whole festival to life has been crucial. We want more people to feel that running is for them, and to challenge themselves to do things they never would have considered otherwise.” Jasmine Absolon, Digital Marketing Manager, HOKA

HOKA is the shoes and apparel built by runners for runners that elevate your potential on the track, in the field, on the road and everywhere in between. Founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, HOKA is a Maori word meaning ‘to fly over the earth’ – and when you’ve felt the HOKA difference, you’ll know just what we mean. From our cushioned PROFLY™ dual density midsole to our J-Frame™ outer sole with Active Foot Frame technology, our running shoes are without parallel; pushing your performance further and farther than you’ve ever been before. HOKA aims to unite and inspire the global trail running community as the Premier Footwear and Apparel Partner of UTMB® Mont Blanc and the UTMB® World Series. From local events to the ultimate test of UTMB® Mont Blanc, runners and fans join together to redefine what’s possible. 

On HOKA.com, on the Strava platform (as 3 distinct challenges) and all over HOKA’s Social channels:  

STRAVA EVENTS: 

The Fearless Kilometre event:   

HOKA believes that anyone can fly – so be fearless. Become part of one of the most legendary races in the world: the UTMB. A gruelling trail weaving through the Swiss, Italian and French Alps, the UTMB covers a staggering distance of 170km and an elevation of 10,000m.  Join the racers in the first kilometre of this iconic race, from wherever you are in the world. For every participant, we’ll be donating 1 Euro to Achilles International, who break barriers to race start lines and empower the disability community to cross the finish line. 

You too can achieve greatness and learn to fly fearless. 

Fly Human Fly. 

Fly Fearless Challenge:  

Fearlessness isn’t a birth right, it’s earned. To celebrate our partnership with the UTMB World Series, we challenge you to fly with our fearless UTMB athletes and enjoy your own piece of the legendary Chamonix event.  UTMB Chamonix has 7 epic races that cover the spectacular Alps mountain range through Italy, France and Switzerland. These races are tackled by only the most committed, the most brave and the most skilled athletes. We want you to fly fearless too, so challenge you to take on your own OCC race. The OCC is a technical course, honouring the Swiss Valais region and covering 55km with 3,500m of ascent from Orsières in Switzerland, through to Chamonix, France. Complete 55km of your own in the same week as the UTMB Series Finals to add your Fly Fearless digital finishers badge to your Strava Trophy case, and for a chance to win one of 10 pairs of HOKA Trail shoes. 

Are you ready to Fly Fearless? #FlyHumanFly 

HOKA Fly Fearless – Chamonix Trail Challenge: 

To celebrate our partnership with the UTMB World Series, we challenge you to fly with our fearless UTMB athletes and enjoy your own piece of the legendary Chamonix event. Run through our 500m segment, part of the final stretch of the UTMB and CCC racecourse that descends in to the town, to earn your Fly Fearless badge this August. Not only can you add the badge to your Strava Trophy case, but you can pick up your physical Fly Fearless patch to iron on to your race kit. Join us at the HOKA Basecamp in the ULTRA-Trail ® Village on Monday 22nd to Friday 26th to pick up your patch. Finishers are also invited into a prize draw to win one of 5 pairs of HOKA trail shoes of your choice.

So, lace up, get out there and fly fearless. #FlyHumanFly 

WEBSITE

https://www.hoka.com/en/gb/utmb-hub.html#video

https://www.instagram.com/stories/highlights/17957612380824978/?hl=en

SOCIAL 

All the posts on HOKa_eu IG over the next two weeks will be related to this campaign and UTMB

https://www.instagram.com/stories/highlights/17957612380824978/?hl=en

https://www.instagram.com/hoka_eu/?hl

https://www.instagram.com/hoka_eu/