A strategic
partnership with ASICS

The challenge

For its 10th edition, the Pierra Menta Été wanted to energise the event, boost its appeal among trail runners and secure media coverage worthy of its Alpine heritage. The challenge: bring in fresh energy and win over athletes, the general public and the media — without diluting the race's mountain DNA.

Activation highlights

Launch of the FujiTrail Camp right in the heart of the village, an immersive space combining product testing, discussions and advice from the pros.
The brand-new FujiLite 6, a 252-gram trail shoe, made available to more than 600 runners.
Iconic spots such as the Grand Mont and the Roche Parstire showcased through emotionally powerful drone and video content.
Photo and video content co-created with the Photossports and Dino Raffault teams to amplify visibility across all channels.

Results

A stronger brand image for ASICS in the trail running world.
Extensive coverage in sports, outdoor and regional media.
Widespread public enthusiasm and a festive atmosphere praised by participants and partners alike.

Results

300: teams of two competing
600: testers at the FujiTrail Camp
50+: media mentions
3: days of racing
252 g: the FujiLite 6