KAILAS FUGA — EUROPEAN TRAIL RUNNING TOUR 2026
Client
Kailas Fuga
When
March 10 – September 30, 2026
Where
France, Switzerland, Italy
Industry
Outdoor sports equipment
Touchpoints
KAILAS FUGA Chamonix store, European trail running events
Audience
Trail runners, UTMB visitors, the KAILAS FUGA community, media
Expertise
Brand Activation · Event Orchestration · Spatial Design & Brand Identity · On-site Operations Management
Scope
Concept development and stand design for the tour, chalet design for the UTMB event village, production and on-site operations management.
The brief
Support and manage KAILAS FUGA’s presence throughout its tour of UTMB circuit races and major trail running events, including TorX, SwissPeaks and Swiss Canyon.
Create two distinct spaces during UTMB week: a chalet in the brand village and a media room inside the KAILAS FUGA store, each serving a very different purpose.
Objectives
Turn these races into genuine moments of exchange around the products (shoes and hydration packs) and open up the brand'sworld to consumers, whether they already use the products or are simply eager to discover new sensations.
Build a strong community around KAILAS FUGA and establish its positioning as a premium outdoor equipment brand in this new market.
Design two distinct spaces for UTMB week: the chalet and the media room, with opposite purposes.
The concept
More than a concept, a premium experience built on precision.
A carefully planned tour, an expert on-site team, seamless logistics and meticulously organised stock management: every detail was designed to deliver a consistent, high-quality brand experience at every race.
In Chamonix : assure a special presence through the chalet which was designed to welcome enthusiastic crowds eager to discover the brand and test its products. And the media room : a calm, dedicated space for media representatives, athletes and podcast recordings during one of the busiest weeks in the trail running calendar.
Key Moments
UTMB week at the heart of Chamonix
A chalet in the heart of the UTMB event village, right where visitors, runners and supporters converge. An immersive brand experience engaging the senses through scent, visuals and touch throughout the week.
TorX alongside the runners
A mobile stand that moved with the race, bringing the brand closer to runners and meeting them wherever the action unfolded.
Alsace by UTMB to kick off the tour, and Nice by UTMB to close the season.
SwissPeaks, going XXL
A large-scale stand designed to make a statement and maximise brand visibility.
Challenges
Recruit and train a team of product experts and deliver production within an exceptionally tight timeframe, all while adapting to an evolving race calendar throughout the season.
Mastery
Tour design and coordination: End-to-end planning and coordination of the tour.
Brand consistency: Graphic adaptations aligned with the brand's art direction.
Product testing and activations: Recruitment of product experts for shoe testing sessions and brand activations.
On-site operations: Installation, on-site management and dismantling at each event.
Stock management: Structured inventory management throughout the tour.
Reporting: Comprehensive post-tour debrief and performance report.
UTMB chalet and shop : Concept development, spatial design and installation management.
On-Site Team
A team of around ten trained experts supported the tour, alongside three project managers overseeing the different workstreams: race operations, store design and chalet design.
Results
A standout brand presence across all 13 races supported by HOLD UP!, including a full week at UTMB, 10 days at TorX and an athletes' camp.
Curious consumers welcomed the opportunity to engage with the team, discover the brand and put its products to the test.
Meanwhile, the brand's new Chamonix store became a vibrant media hub throughout UTMB week, with activity and conversations flowing in rhythm with the races.
Antonin Pouey
