Athletic shoe brand Hoka has kicked off a new campaign designed the world’s most difficult race, the Ultra-Trail du Mont-Blanc (UTMB) accessible to all runners.
Created by WPP’s Ogilvy, ‘The Fearless Kilometre’ will allow Strava members to get a taste of elite trail running whilst raising money for charitable causes.
Through this event, Hoka is challenging all runners, of all abilities to attempt a small piece of the UTMB trail. The brand will also donate 1 Euro per participant to Achilles International, a charity that empowers disabled people to get involved in running.
The ‘Fearless Kilometre’ is set to start today (26 August) at 5pm.
“Hoka’s running community is at the heart of everything we do – no matter the experience, no matter the level.,” Ogilvy UK head of creative, Chris Wall said.
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“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.
He continued: “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.”
Hoka digital marketing manager, Jasmine Absolon added: “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.
She concluded: “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.”
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