UTMB Drops DACIA in Favour of HOKA (What Happened?)
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- čas přidán 25. 04. 2024
- 🏃♂️ It's been a heck of a few months for UTMB. But this move could just win UTMB some friends. This week UTMB switched headline sponsor from Dacia to Hoka! We unravel the controversy surrounding the Gary Robbins incident in Whistler, the trail and ultrarunning communities' uproar, and how the voices of elite runners and environmental advocates like Jasmine Paris and Kilian Jornet spurred significant changes. Discover how UTMB is responding to community feedback and their efforts to balance business growth with environmental responsibility. Plus, get insights on future directions for UTMB and alternative events for passionate trail runners. Don't forget to subscribe for more updates and join us as we explore the evolving landscape of trail running! 🌍💪
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Loved
The flash joke about Barkley being acquired by UTMB!
I think the truth could be so much more boring - Dacia just wasn’t seeing enough return in the partnership and now just riding out their minimum contract commitments.
Yes could be true also.
I'm with the commenter who said it's probably more likely that Dacia pulled out because they weren't seeing enough return on their advertising dollars.
And ya, it does feel weird to have a car company sponsor a human powered sport. I'm not a fan of Hoka, but having a running brand be the main sponsor of a running event makes a heck of a lot more sense.
And to someone else's point of 'don't we all have cars?', well first, no, plenty of people choose not to drive, and we're seeing more and more one-car families with the out of control cost of living. Second, outdoorsy people tend to care a bit more about the environment. Don't we all carpool to the trails? I know where I am, almost every car pulling up to trail parking has multiple passengers.
Film My Run has detoured from tracking splits to tracking political splits. :-)
Just reporting the news!! Haha
What are Hoka shoes made of?
Out of the frying pan and into the fire? The lesser of two evils?
Spot on mate, and how are they made and by who?
When you and the many thousands of others who buy them each year wear out your hokas, you can leave them outside and they break down naturally, they release tiny little fairies that go around cleaning up car fumes for all of eternity.
Each pair makes enough fairies to cancel out one car.
@@Gardenkeeper_247 I believe that is indeed how it works 😂😂
@@Gardenkeeper_247😂
Hoka’s brand is just so overwhelming big that they are taking over the big events. Not to mention that UTMB is taking over many headline events in the US. Cash is king in the monopolization of the sport 😜
Dragged kicking and screaming to this by the lobbying of the world's biggest stars who threatened not to headline the event. Yet again Iron Man hasn't done this out of any new found enlightenment or because it's the right thing to do but because their bottom line might have suffered because of less exposure.
This could be true. But nevertheless it’s done and they have bowed to the pressure. So however you spin it, the end result is positive. I don’t have an issue with UTMB making money and being successful. It’s up to other race companies to offer something to entice runner to their races. People go to Chamonix because it’s effing incredible.
😊How does the 10 compare to my older takumi 8 version please?🤔
Are you sure you commented on the right video? Apologies if I am missing something. This is not a review of the Takumi 10.
Small step in the right direction for sure
and how is that?
@@BMTurceanuHikeRun Well I think it shows that runners can leverage their influence to change bad sponsors. That being said Dacia are still a sponsor
Between the tumultous last months you forgot to mention Transvulcania being "thanks and see ya" after their 2 year contract with UTMB.
Aaah but did you not notice my subtle inclusion of footage from Transvulcania when talking about races which have nothing to do with UTMB?!!
@@FilmMyRun Didn't catch it 😀
So Dacia remains a significant sponsor, although not in the title of the race. What is the difference? None.
I think it's more about the message it sends and it's a step in the right direction for me. But yes, you're right, practically it doesn't change a lot.
Happy this has happened - trail running does have an environmental impact but let's acknowledge that and then try to minimise it. Sponsors like Dacia gave the wrong message, a major car manufacturer which just wanted more sales and saw it as 'relatively' cheap exposure
The population of beavers has dwindled after the race directors pulled their SUVs into the parking lot of the Dam Marathon event space.
Hoka shoes are made of.. Petrol..
Agreed but what would you rather as a sponsor for a running race? Lesser of two evils and a step in the right direction.
@@FilmMyRun Organic food... Banks... Air purifier... 🙄
Thanks for staying on top of what’s going on with the UTMB organization. Very interesting video!
Thanks so much Nico. Really kind of you
So they are still sponsors - so what specifically is the change…..
Practically, not a lot has changed. But it was always about the message it was sending having Dacia as the title’ sponsor. Like having a cigarette company as headline sponsor for the London Marathon. Can you imagine the outrage there would be. The Silk Cut London Marathon. But also long term hopefully it means UTNB will think more about the companies they use. No company is going to be perfect but some send a better message than others.
It’s all about money. Jim is a Hoka runner. He does what they tell him to do. Discourse seems to flip flop to whoever is getting the most exposure or whoever the talker is mates with or thinks is most popular - pro Gary, pro Jasmin, pro the Arc and then touts whatever narrative will support the latest bent. ‘It’s just business’ seems to be where we are now. Which is exactly it. Business. PR. That’s the only reason they’ve ditched Dacia. Their marketing team told them they should.
But as I said in another reply, it doesn’t really matter, the outcome is good. And to be fair, I’m not sure we should be that cynical. I know for sure that the green runners had conversations with UTmB and Kilian also had meetings with them. They are big players with influence and UTMB is not stupid. They listened and changed tack. Just like they listen after the Gary fiasco and that won’t happen again almost certainly.
No, for Jim it's competitiveness. I highly doubt Hoka demands he runs certain races over others. He's one of the best ultra trail runners in the world, he most certainly has agency.
I thought Hoka was their headline sponsor
It is now. It used to be Colombia for years. But it was Dacia most recently.
What a load of total tree hugging wokeness, those in the Ultra running community who threw their toys out of the pram should be ashamed of themselves. So lets see, Carbon Footprint, how are 99.9% of the UTMB Mont BLANC field going to get to Chamionix this year? Planes, or Cars.....Hmm...and most likely some of those cars will be Darcias. What a joke. And do you know what Hoka pays the people who make their shoes? and what conditions they work in? Hoka shoes are primarily made in factories located in China and Vietnam, but also in some other Asian countries like Indonesia, Cambodia, and the Philippines, so you figure.
There’s always something to be upset about. Small victories. Working towards a better world with baby steps in the right direction. No arguments. Let’s just do the best we can, in the best way we know how. No one is perfect but it’s better to try than do nothing at all. Be happy.
@@FilmMyRun nothing wrong with small victories mate. To progress in the world mistakes have to be made. UTMB have made some, admitted to it, and are now trying to working closer with the community. Nothing but happiness here, one doesn't need to agree with "others opinions" to be happy and to share an alternative opinion. And PS I have personally seen where running shoes are made in what conditions and by who and if you had seen the same you would be making a noise about it as well.
What absolute nonsense. So how do Jim Walmsley,Killian Jornet and Zac Miller get to Chamionix? Do they run all the way there or do they fly and use private coaches. Do as I say not as I do!!
@@runningman4459 great question. Yes mostly the runners you mention try to use public transport where possible. But of course for the elites this is their job so sometimes flying is necessary. Damian Gall for example has pledged to fly only once a year. No one is telling you not to fly. Just to think about your impact. But it’s also about spreading the message. These runners have a platform. So the flight for example may be offset by the number of people influenced by the elite runner at that particular race. For example, Jasmin Paris has a huge impact and caused a a big split spike in Green Runner interest and membership by finishing the Barkley. Try to see the positive I think rather than finding something negative to thrilled at people who are genuinely trying to do something good.
I really don’t like what the utmb are doing. So many people are going to be priced out of some of these iconic races as the demand is going to soar because of people’s desire for stones and also you can guarantee accommodation in these areas will now increase.
The inclusiveness of trail running has always been its major win but we’re slowly going to see a pay to win culture develop where wealthier runners will take up all the places for the big races.
Fingers crossed it will help build the smaller races with more people having to opt for those ones.
What exactly is wrong with Dacia? Don’t we all have cars? Is there a definite difference between the actual car manufacturers, or are the criticizers a bunch of hippocrites?
We don’t all have cars
So to answer your question, most people do have cars but many don’t and many choose to travel in other ways. Yes some of us are hypocrites, but for a race which purports to be all about celebrating nature and looking after the environment, to have a high carbon sponsor clearly goes against their values. Petrol cars are not great for the environment and many of us are trying to move to electric vehicles, but many also can’t afford that yet and need petrol cars to live their lives. We can’t all be perfect, but that doesn’t mean we give up trying or calling big companies out.
Stephen no comment. What about a Dacia electric vehicle? This verges on cancel culture.
@@ewanpakula2810 do you own a car?
@@diederiklegrange7248 No, for environmental reasons
Dacia is the least of their problems.
Well that’s another issue, but at least this one is a small step in the right direction.
@@FilmMyRunA realy tiny step.
HOKA product being produced in Chinese factories is a "great result for...the environment, itself." What utopian world are you living in?
No one is saying that. I said not having Dacia as the headline sponsor is…. Don’t put words in my mouth! But look no one is perfect and shoe manufacturers could obviously be better. Baby steps and all that.
No one is saying that. I said not having Dacia as the headline sponsor is…. Don’t put words in my mouth! But look no one is perfect and shoe manufacturers could obviously be better. Baby steps and all that.
This is my issue with the likes of Green Runners etc. The big virtue signal is to reduce your travel carbon footprint, whilst ignoring that fact a massive contributor to GW are data farms and MDX. So if you want to do the earth a favour, ditch the mobile, or to quote TOOL "time to put the silicone obsession down'
Not a sexy or low hanging fruit though.😉
You are the carbon they want to get rid of..
Thanks for the comment! Really appreciate your input.
so I guess athletes will not take planes or cars to the UTMB events then, please. Using climate change as the big bad is plain silly (not to mention DACIA stays on just not as the title sponsor)
Then these green runners will want shoe companies and other trail running vendors to make everything by hand and use hypoalergenic ingredients for making their products. When is enough, enough?
More hate on people just trying to help make the world a better place. There’s a lot more to get angry about than the Green Runners exploits. Why not celebrate people trying to do something positive. No one is perfect and yes we all have to live our lives the best way we know how.
CO2 is good for the environment. Plants thrive on it.
Water is necessary for life, we're 55-60% water... but drink too much water and you'll die.