ASICS × UTMB Fujitrail Camp 2025
Client
ASICS
When
2025 season, with UTMB as the climax
Where
Rhône-Alpes, France
Industry
Outdoor, sportswear and performance footwear
Touchpoints
ASICS tour (Asics Aravis Trail, Méribel Trail, Pierra Menta Été) and FujiTrail Camp in Chamonix during UTMB, camp entry and signage, Tipi (product and hospitality), stage, test park
Audience
Open to all, experienced trail runners, curious visitors, families, ASICS community, VIPs and elites
Expertise
Creative concept · Brand Scenography · Production Direction · Partner Management · Budget Control
Scope
Tipi scenography concept (since 2024), on-site signage and branding system, full sourcing (scenography, branding, activations, food), on-site show calling, podcast technical management and on-site follow-up, delivery of an ASICS Europe BBQ evening
The brief
Turn the FujiTrail Camp into an ASICS hub during UTMB week. Modernise the camp and Tipi experience, bring clarity to zones and flows, and above all support a simple, motivating shoe-trial mechanic that turns testing into an earned reward rather than just another step. Keep the atmosphere alive without ever blurring into the neighbouring bars and zones. All without betraying the authentic, family-friendly vision ASICS cultivates for the sport.
The concept
A guided journey, built like a story, “Arrive → Fuel → Test → Capture → Celebrate.” The Tipi as the visual anchor, both landmark and promise, with ASICS’ hospitality taking shape all around it. A place apart in the middle of UTMB, lifted above the Chamonix noise and reconnected to the core of what trail running is about.
Key Moments
The testing system, the camp’s signature.
The Ravito Station. A clearly delimited hospitality moment in the camp, so there is never any confusion with the neighbouring bar.
The speed activation with live timing and buzzer, for trail runners who want to test their stride.
The BBQ night, the informal tipping point between brand, ambassadors and community.
The daily runs, always fully booked.
Sensory Signature
Sound: a proper stage sound system to hold the pace, ambient daytime playlists and a live folk set for the BBQ night.
Sight: Mont-Blanc in the background, the best scenography money cannot buy !
Mastery
Creative design of the Tipi scenography since 2024 and deployment across the full tour. Under the Tipi, the kept essentials (three shoe display units, standing tables, seating and cushions, central illuminated totem) and the deployed upgrades (additional caps and tees storage).
A site branding plan mapping every key zone and the branded objects that structure the visitor experience (arches, program / map points, flags, banners, deckchairs, rubalise).
Full sourcing across scenography, branding, activations, food. On-site show calling. Podcast technical management and on-site follow-up. Delivery of the ASICS Europe BBQ evening.
Operational complexity
Keeping one coherent scenography across four races with different geographies and weather. Building a premium hub without breaking ASICS’ family-friendly trail DNA. Clearly separating the camp from the neighbouring bar so every hospitality moment reads on its own terms. And existing inside UTMB week, the densest, loudest stretch of the trail calendar, without ever raising the volume.
Results
More shoe trials.
A camp that feels alive, carried by music, activations, talks and content moments that set a real rhythm through the day.
A clear visitor journey, thanks to stronger signage and well-defined zones.
A stronger community imprint that turns visitors into a connected tribe.
Across the season, 4 camps delivered, 1,000 testers hosted under the Tipi, 10,000 runners reached and 800,000 video views generated around the content.
