Sports
How Circuits, Brands, and Streaming Are Reshaping Trail Running
Depa and Sidney Togumi break down the arrival of global brands on Chamonix podiums and the impact of live streaming.
Major international circuits, global athletic brands, and high-definition live streaming are driving the rapid expansion of trail running. On STEMMA Na Trilha, Sidney Togumi and Depa break down this new era of mountain racing.
The rise of trail running on the global sports stage reflects a structural transformation. The convergence of major international circuits, commercial interest from athletic footwear giants, and the evolution of live streaming broadcasts has elevated the discipline to new heights. On STEMMA Na Trilha, host Sidney Togumi and Spanish journalist and commentator Depa discussed the primary drivers behind this expansion.
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The influence of major circuits and the sport's grassroots foundation
For Depa, circuits such as the Ultra-Trail du Mont-Blanc (UTMB) and the Golden Trail World Series play a pivotal role in structuring the race calendar and boosting visibility. This professionalization allows more elite athletes to make a full-time living from mountain running, creating inspiring role models for fans worldwide. In Brazil, UTMB-sanctioned events, such as the one in Paraty, showcase Latin America's direct connection to the global circuit.
Despite the clout of major organizations, Depa emphasizes that the sport's foundation remains the amateur runner. Everyday participants who pay registration fees and travel to the mountains sustain the industry financially and consume the content produced by the sport's top figures.
Global sportswear giants step onto the podium
One of the clearest indicators of trail running's new stature was the UTMB podium in Chamonix, featuring brands like Nike (through its ACG line), Asics, and Adidas. Historically dominated by niche outdoor manufacturers, the segment now attracts the world's largest athletic conglomerates. As explained by Depa, who serves as a consultant for Nike ACG, multinational corporations have recognized the market potential and are investing heavily in product development and team sponsorships.
Streaming brings mountain racing home
Given the geographic and environmental limitations of hosting live spectators in remote mountains and villages, real-time broadcasts have become vital. Historic races like Zegama-Aizkorri, held in a Basque village of just 1,500 residents, now draw thousands of concurrent viewers worldwide via livestream. Television-style broadcast coverage allows audiences to closely follow technical battles, bridging the gap between fans and elite competitors.
Market momentum in Brazil
This international momentum is directly reflected in the Brazilian scene. In running industry events, such as gatherings hosted by Ticket Sports featuring representatives from World Athletics, trail running is carving out a prominent place in discussions on sports business and management. Growing interest from race organizers, federations, and athletic brands cements mountain running as one of the most dynamic frontiers in endurance sports today.
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