ASICS TRAIL CAMP 2026
Client
ASICS
When
June 2026 to end of August 2026
Where
Rhône-Alpes region and Chamonix-Mont-Blanc, France
Industry
Outdoor, sportswear & performance footwear
Touchpoints
Chamonix, and ASICS races in Rhône-Alpes
Audience
Trail runners, UTMB visitors, ASICS internal staff, partners, friends and community
Expertise
Brand Activation · Event Orchestration · Scenography & Brand Identity · On-site Operations · Logistics
Scope
Camp experience design, activation concepts, sourcing and planning, production and on-site coordination, setup and dismantling
The brief
Rethink the ASICS Trail Camp and take the 2026 edition in Chamonix to the next level.
The ambition: turn the camp into an immersive brand experience, strengthen ASICS' presence in the trail running world and put product discovery and testing at the heart of it all.
Objectives
Create a complete visitor journey across three dedicated tipis.
One to dive into the brand's history and discover its latest innovations. Another to find and test the right pair of trail shoes. And a third dedicated to recovery, with specialty coffee and games.
Three spaces, three experiences, one shared ASICS spirit.
The concept
Give each of the three tipis its own identity and purpose, while creating a strong and cohesive visual impact across the camp.
Bold colours, thoughtful lighting and distinctive scenography transformed the space into an instantly recognisable ASICS basecamp.
Key Moments
Our specialty coffee activation, tried and approved by Tom Evans, UTMB 2025 champion.
Community runs that keep getting more popular, year after year.
A gamified shoe-testing experience, with a buzzer to add a little competitive spirit.
Sensory Signature
Taste: Freshly brewed specialty coffee, served every day.
Sight: An exhibition with a pretty spectacular backdrop: Mont Blanc itself.
Touch: A custom-designed, ASICS-branded Dobble game.
Sound: A curated daytime playlist and a live folk concert for the traditional BBQ night.
Mastery
During the trail tour : new branding and refreshed scenography under Asics tipis.
In Chamonix : A complete refresh of the camp's scenography, expanding the experience from one to three tipis.
The production of the now-iconic BBQ night.
And four days of making the camp come alive, from the first setup to the final breakdown.
Operational Challenge
Helping ASICS scale up its presence and ambition without losing what makes the Trail Camp special in the first place.
The challenge was to go bigger while keeping things authentic, welcoming and deliberately simple, with the relaxed, family-like atmosphere that defines the camp's DNA.
On-site team
One dedicated team member overseeing camp operations throughout the four days.
Four crew members handling the setup and dismantling of all three spaces.
Results
2,035 shoe testers.
680 community run participants.
Countless specialty coffee lovers.
300 guests at the BBQ night.
And one more reason to celebrate: ASICS athlete Ben Dhiman took the win at UTMB 2026.
Not a bad week in Chamonix ;)
Antonin Pouey
