HOKA takes flight to the mountains with new UTMB AR experience
Experience design agency Green Room has created an interactive AR experience for fans across the globe to celebrate the upcoming 2022 Ultra-Trail du Mont-Blanc (UTMB) ultramarathon in Chamonix, France, designed and developed for global performance footwear and apparel brand HOKA.
United by their shared origins in the French Alps, last year HOKA embarked on a multi-year partnership with UTMB as their Premier Technical Footwear and Apparel Partner. Aiming to bring together and inspire a world-wide community of trail runners, enthusiasts and supporters, the partnership will span the newly-launched UTMB World Series taking place across Europe, Asia, Oceania, and North and South America. Green Room has brought this iconic partnership to life via augmented reality, rich immersive content, 11k 360° video and live footage from Chamonix, creating an exclusive platform for fans celebrate the pinnacle ultra-trail quest.
The race, a single-stage mountain ultramarathon, is commonly called the toughest foot race in the world. It follows the prestigious Tour du Mont Blanc trail route and involves over 2,500 runners scaling 106 miles of terrain. Beginning on 26th August, the race lasts up to 46.5 hours, spans three countries, with an elevation of 33,000+ feet and extreme conditions ranging from scorching heat, to freezing high altitudes.
Told through HOKA’s unique human lens, Green Room have orchestrated and produced a series of on-site high-definition 360° interviews and location captures that offer exclusive glimpses into the race and tell a story of the spectrum of people involved in UTMB. From first-time UTMB runner and HOKA athlete Thibaut Garrivier to conversations with Giacomo Calosi, the owner of mountain-side refuge Rifugio Maison Vielle.
Released ahead of the event, the interviews and content will be available to experience via an interactive AR course map which launched today, with further 360° interviews and location captures due to be released periodically throughout race week. Designed and built by Green Room, the experience charts the course route through the mountain range and offers a never-before-seen viewing experience of the UTMB World Series Final. Rich with storytelling, the map shares key race stories and facts, as well as spotlighting some of the route’s locations, including Saint Gervais Les Bains, Lac Combal, and Chalet de la Floria, to immerse supporters in the magic race moments of Mont Blanc.
Scan to access interactive AR map
During the race, live event footage will be captured in 360° and released on the map, documenting the action as it unfolds. The digital platform gives HOKA the opportunity to deliver the thrill of this legendary race and drive repeat brand engagement throughout the event.
Green Room is excited to support the partnership between HOKA and UTMB, which cements the HOKA brand’s goal of bringing the sport of ultra-trail running to more humans across the world. The race begins in 14 days – watch this space.
