Mile & Stone Has the Numbers for UTMB Week

Posted in their newsletter, Mile & Stone share some numbers from this past week:

Brand activations during UTMB week have been booming since the post-Covid era – and 2025 only confirmed the trend. Beyond the trade show (140 exhibitors, 50,000 visitors), the number of activations spread across Chamonix has exploded, whether or not the brands were official partners. “UTMB is the Olympics, Cannes Film Festival, and Fashion Week of trail running all rolled into one,” summarizes Antoine Berthoud, senior event & experience manager at Hoka. “It’s no longer just a race – it’s a B2B showcase, a B2C show, and a tech show. It’s the place to be in outdoor sports.”

The challenges around this continued growth is something UTMB is aware of and recognized that there may be a limit to the madness:

All brands are organising themselves – on various scales – around the same pillars, and there were more than 500 activations during the week in Chamonix. At the risk of saturating both space and schedule? “We’ve reached a new scale,” admits Isabelle Viseux-Poletti, UTMB Mont-Blanc race director. “Is that what we’re aiming for? I’m not sure. But it’s the reality. Sometimes it leads to excess. Our challenge is making sure everyone who wants to be part of this adventure can do so respectfully.”

As a bonus you gotta see the photo and caption shared in the newsletter. I won’t give it away here, but it involves a pineapple and I find it hilarious.