In the heart of the stunning Alps, where rugged mountain trails beckon adventurous spirits, the UTMB (Ultra-Trail du Mont-Blanc) stands as a pinnacle of endurance and scenic beauty. This year, we catch up with Kyle McCall, Social Media Manager and a dedicated member of the HOKA team, to delve into his overall experience at UTMB, the brand’s remarkable presence, and the unique connection between HOKA and the trail-running community. As HOKA continues to thrive in this challenging terrain, Kyle shares insights into the role of innovation, athlete partnerships, and the brand’s future endeavors, shedding light on what makes HOKA a trailblazing force in the world of trail running. Join us as we explore the world of UTMB through Kyle’s perspective and uncover the shared passion that fuels both runners and the HOKA brand.
Can you start by sharing your overall experience at UTMB this year? What were the highlights for you personally?
Well, my wife and I took two weeks of vacation in the Alps for our honeymoon before UTMB week so that has to be the highlight for me! We did a hut-to-hut trek along the Via Valais, ending at the Matterhorn. Last year we did the Trail Mont Blanc (over 6 days, not all at once!) and we got engaged on the last day. We live in California, so we’re spoiled for quality trails near us, but the history and geography of the Alps are unlike anything else.
First, you’ve got the people and the services – you could be in the middle of a 15-mile run and come upon a small farm serving tourists as a make-shift café, with coffee and pastries you’d be satisfied to find in Paris. And then there’s the way the trails are built. Even in the more mountainous regions of the US like the Eastern Sierra or the San Juans, it’s hard to find the sort of steep sustained climbing they have in the Alps. Over here we like to build switchbacks, but over there they seem to prefer the direct route straight up the side of the mountain.
HOKA has been a prominent presence at UTMB in recent years. How do you think the brand’s involvement has evolved, and what distinguishes HOKA from other brands in the trail running space?
HOKA had a massive presence at UTMB this year: from the expo, to brand marketing around Chamonix, to the on-course activations, it was unmissable. But what the local community really appreciates is the ways we have built on existing traditions. Take the HOKA Fly Zone near Notre Dame de la Gorge – you know the one with the multi-colored light tunnel. There’s a history of the locals having a giant, Burning Man-esk bond fire in the gorge the night of the race, but that practice was discontinued. The bright Fly Zone is a safe alternative to that blaze that still brings light and energy to the runners’ first night on the trail. And it fits perfectly with the party scene on the climb out of the gorge. If you think the Fly Zone looks high-energy, you should have seen the kilometer long tunnel of people with smoke flairs, noise makers and boomboxes! One of the HOKA co-founders Christophe Aubonnet was there, and he told me he’s been coming up to this climb since the first years of the race, and back then it was just a handful of people. That’s what I think makes the HOKA brand’s involvement unique– this community is embedded in our DNA, and we are able to support them so authentically because of it.
What role did innovation play in HOKA’s performance at UTMB this year? Were there any specific technologies or product developments that stood out?
The HOKA Lab in Annecy can work with our athletes to develop products specifically for their needs and for this race. It was exciting to see some of the prototype shoes and apparel that Jim Walmsley raced in that could serve as the basis for future in-line products. Ultimately, the commitment to building the best tools for this unique and challenging terrain benefits the growing number of runners who are trying to tackle it. Those athletes showed their appreciation of our efforts by keeping HOKA as the most prevalent shoe brand at the race.
UTMB is known for its challenging courses and unpredictable weather conditions. How did HOKA’s footwear and gear perform in these conditions, and how did it contribute to the athletes’ success?
Fortunately, the weather for the OCC, CCC, and UTMB were clear, but I had a chance to test out some of our cold weather kits myself earlier in the week. I did the 40-kilometer MCC race on Monday and we had freezing rain that turned to snow on the high point of the course. Before heading to Europe, I’d ordered our ultralight waterproof jacket and pants on a whim and I’m so glad I did. I ended up wearing that jacket for most of the race and it was clear that it was developed with these conditions in mind. Not only was it breathable and completely waterproof, but it was so lightweight and packable compared to any other jacket I’ve owned that I had no qualms about carrying it even if I wasn’t sure I’d wear it the whole time. That same quality and thoughtful design is evident in all the new apparel I’ve had the pleasure of testing, as it’s been in our shoes for many years.
HOKA has a strong roster of sponsored athletes who compete in events like UTMB. How do these athletes contribute to the brand’s success and reputation?
The roster of athletes on our team are not just competitive, but they are pillars of the trail community. That is clear in the crowd reactions at the finish line as well as in the comments on their social media posts. From new-signing Helen Mino Faukner, who finished 3rd at CCC, to the electric reactions to Jim Walmsley’s historic UTMB win, the athletes we support are fan favorites. If you want to get a better sense of who these runners are, I’d highly recommend listening to the race coverage from the Freetrail podcast which gave in-depth interviews of many of our athletes throughout the race week.
UTMB is not just a race but also a gathering of trail running enthusiasts from around the world. How did HOKA engage with the trail running community during the event, and what kind of feedback did you receive from participants and fans?
What’s incredible about UTMB week is how many people come out to Chamonix who aren’t racing, but just want to experience the atmosphere. Two of my friends from the Bay Area came over, just to hang out and watch the races. HOKA showed up for these enthusiasts as well as the athletes racing. We had a morning group run with over 200 participants, including some of our elite athletes. Our expo space provided demos of a wide range of trail shoes, and the opportunity to customize shoe purchases with airbrushed names. And we provided even more exclusive experiences to our retail partners, including a tour of the HOKA Lab and the first-ever party at the Aiguille du Midi gondola station. From what I heard, people loved these activations, and I have no doubt even those who haven’t run in HOKA will be considering the brand in a new way.
Looking ahead, what does the future hold for HOKA at UTMB? Are there any new initiatives, partnerships, or strategies that you can share with us?
The activations our European team brought to the race the past couple of years really raised the bar, but as UTMB grows in prominence there’s pressure to continue innovating to stay on top. Next year’s event presents opportunities to activate around the launch of the new products and an ever-deepening athlete roster and to create more premium experiences for runners. I’m not aware of any specific plans yet, but for anyone lucky enough to be there it’ll be as impressive as always.
UTMB is just one of many prominent trail-running events globally. How does HOKA plan to continue its involvement in the trail-running community and maintain its presence at these events?
Trail running is a rapidly growing part of the sport and HOKA has the strongest reputation in that community. But as Trail gains prominence, other big brands are trying to close on our advantage. This desire to win with trail was evident from the activations these brands had in Chamonix this year. However, being the official sponsor of the race series gives us a clear advantage both at UTMB Mont-Blanc and in the ever-growing number of UTMB events around the world. The UTMB World Series is only a couple of years old, but it already has 38 events on six continents. The challenge for us is to bring the authenticity and commitment that was on display at Mont Blanc to every one of these unique markets. With the strength of our global marketing and distributor teams, we have a way to use these aspirational events to continue positioning HOKA as the best product for not only ultra trail runners, but anyone who wants to explore their limits, adventure further, and experience the joy of movement.
How has working for HOKA impacted your own passion for running?
I was a runner before I started working for HOKA, but this job has introduced me to so many more outlooks on the sport. One of the biggest impacts for me personally is the way we work to create a more inclusive environment for runners with our products and through our marketing has expanded my own horizons. One way this manifested at UTMB Mont-Blanc was that our PR team brought a diverse group of media and influencers to Chamonix to expand how the event is covered. I got to spend a few days exploring with them and felt like I was able to see the event week with fresh eyes. There’s still a long way to go to make these spaces, and running more generally, safer and more inclusive for all runners, but being able to contribute to that mission has been one of the most personally meaningful parts of my work here.
It’s a significant achievement for HOKA to have a sponsored athlete win UTMB. Can you tell us more about Jim Walmsley’s performance and how HOKA supported their journey to success at this prestigious event?
Jim has displayed his singular commitment to running since he first broke into the ultra-scene at Western States in 2016. During those early years, he stayed in a California friend’s garage so he could become familiar with the course. Now he’s a bigger name and he’s got better accommodations, but he’s still fully committing himself to audacious goals like becoming the first American man to win UTMB Mont-Blanc. With the support of HOKA, he was able to live in France to train in the Alps, a change he’s cited as essential to his breakthrough performance. Jim also worked closely with Christophe at the HOKA Lab in Annecy, racing and training in prototype shoes and apparel. Everyone knows what a strong runner Jim is, but he is also a total gear nut. There’s a symbiotic relationship with his passion that can help inform better products for all runners and keep HOKA at the forefront of innovation.
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