Project Description

UTMB live experience


Organisation of a business trip to Chamonix, with immersion in the UTMB, for New Balance’s top 15 international managers


Our mission with New Balance’s international management was to create a complete immersion in the world of trail running.

New Balance chose FEEL Experience, as a local agency specialising in the mountains, to experience the world’s leading ultra trail event from the inside.

The five-day program included behind-the-scenes visits to the UTMB (live centre, media centre, utmb village), exploration of the Mont-Blanc massif, taking part in the race atmosphere from Notre Dame de la Gorge to Jim Walmsley’s epic finish in Chamonix. In between, a battle of the Franco-Swiss fondue in Trient, made by ourselves, with home-made mobile catering and a visit from the athletes’ support team to the Champex aid station.

And to get there…

We took care of transporting the participants from the airport to our base camp in the chalet, decorated in the brand’s colours.

A home chef was recruited to prepare tailor-made meals, either at the chalet or on our mobile catering services, to cater flexibly for 20 people over 5 days.

A memorable launch party was organised at the chalet, with around fifty hand-picked guests attending the unveiling of a new shoe. Every detail of the event was carefully taken care of, from the installation of the campaign visuals to the distribution of seeding shoes.

Workshops were organised at the chalet, with the participation of the UTMB sales management team, enabling exchanges with passionate athletes and amateurs sharing their trail experience.

Every moment was captured in professional photos, sent to participants to share their experiences internally or on LinkedIn.

In short, a total immersion in the world of trail running and the UTMB.

  • Date : 31st August – 4th September

  • Places : Chamonix, les Contamines, Champex, Trient…

  • Client : New Balance

Key figures


scouting of selected locations


visited to follow the local race


created to monitor the project


took part in this experiment



“I just wanted to say one last time how incredible this experience was and thank you for all the care and attention you gave our group. I have had messages from everyone saying it was one of the best NB trips they have ever been on. Well done FEEL Experience, I hope we meet again soon!”
Ali Wilkinson –  Marketing Manager Performance at New Balance


“I was very pleased to work with the FEEL Expérience agency. The dynamics of the team, the mutual aid and the professionalism of everyone were the watchwords of this week on the UTMB for New Balance.”
Margaux Cohendet  – Chef

Workshop participant

“Thank you for sharing your time with us and for the little brunch! Great meetings, see you soon on the trails or on the slopes!”
Justine Roux – Amateur trail runner

Backstages videos

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