STRATEGI
The North Face wanted to transform UTMB – the world’s most iconic trail-running race – into a unifying storytelling moment. The goal: harness the emotion and performance of the event to drive engagement, visibility, and community energy across all markets and platforms.
We placed emotion over performance, focusing on the human side of endurance. By spotlighting athletes’ grit, connection, and triumph, we built an emotionally charged social ecosystem.
Over 100 Instagram Stories, athlete collaborations, and community reposts amplified the event’s reach. Platforms like Strava, Instagram, and Facebook became storytelling hubs – where UTMB’s spirit lived through both athlete and fan voices. Live community management during the event kept energy high, amplifying standout content, engaging with fans and fuelling real-time conversations.
SAMY 2025
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