Developed for footwear and apparel brand HOKA, experience design agency Green Room has created an interactive AR (augmented reality) experience for fans to celebrate the upcoming 2022 Ultra-Trail du Mont-Blanc (UTMB) ultramarathon in Chamonix, France.
Last year HOKA embarked on a multi-year partnership with UTMB as its technical footwear and apparel partner. This year’s UTMB Mont-Blanc will take place from August 22-28, 2022.
Green Room has brought the partnership to life via augmented reality, rich immersive content, 11k 360° video and live footage from Chamonix, creating an exclusive platform for fans to view the pinnacle ultra-trail event.
The race, a single-stage mountain ultramarathon, is commonly called the toughest foot race in the world. It follows the Tour du Mont Blanc trail route and involves over 2,500 runners scaling 106 miles of terrain. Beginning on August 26th, 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.
Green Room has 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. These range 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, 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.’
During the race, live event footage will be captured in 360° and released on the map, documenting the action as it unfolds. Green Room notes that… ‘The digital platform gives HOKA the opportunity to deliver the thrill of this legendary race and drive repeat brand engagement throughout the event.’
www.HOKA.com
www.utmbmontblanc.com
www.greenroomdesign.com
