An Act of Rebellion or a Marketing Stunt?

Craig Randall writing for GearJunkie (a website all about celebrating commercialism):

This project is perhaps a response to a growing cynicism that exists today toward trail running and its culture. Stripping back the experience to one of his own making (and backing), Jornet is using his stature in the sport to help communicate a different message. 

Craig talks about Kilian’s ‘Alpine Connections’ project, a marketing project for NNormal and personal mountain project by Kilian Jornet. Rumors have it that Kilian will finish things of with climbing Mont Blanc right around the time UTMB runners are out there circumnavigating the mountain. So, I am sorry if I am a bit cynical here and think this project isn’t an act of rebellion, and this isn’t some deeper message of “do-gooder-y”. In Europe climbing all 82 4,000 meter peaks is quite popular (Crigel Maurer just did it earlier in the year, and Ueli Steck’s record had been broken since by others). Kilian choosing this project so late in the summer – to coincide with UTMB week – when the snow up high isn’t great anymore makes me think trying to capitalize on the media hype around UTMB might’ve played more of a role here than trying to find the coolest (or fastest) line on the mountains.