In ultra-distance races, DNFs are predominantly psychological in origin—a factor exacerbated by the lack of personal support for over half of all participants. To address this challenge, HOKA launched HOKA Neutral Assistance at the UTMB Mont-Blanc. This pilot initiative, built on selfless moral and material backing, is nominated in the Ethical and Environmental Initiative of the Year category at the Trail Running Awards.
The Diagnosis: The psychological challenge of ultra-running
The UTMB Mont-Blanc served as a testing ground for this initiative, starting from a simple yet critical observation: approximately 80% of ultra-trail DNFs are driven by psychological factors (weariness, extreme fatigue) rather than physical failure. This phenomenon disproportionately affects the more than 50% of runners who tackle the race without a dedicated support crew.
The goal of HOKA Neutral Assistance was clear: to reduce the number of DNFs and enhance the racing experience under the most demanding conditions by fostering a genuine, selfless human connection in the heart of the aid stations.
The Innovation: Neutral and selfless support
For the first time at a major ultra-running event, a brand offered neutral, free support open to all at an official aid station (Champex-Lac). The initiative was widely praised by organizers, who dubbed them the "HOKA ANGELS".
The support provided focused on three main areas:
Moral Support: Encouragement, active listening, and mental re-engagement against mental fatigue.
Material Assistance: Loaning basic gear (shoes, poles, socks) to runners who lacked them or were facing minor equipment emergencies.
Initial Triage: The team performed basic physical assessments and directed runners with genuine medical needs to the Red Cross medical tent, thereby easing the burden on local medical staff.
Jean-Luc Diard, co-founder of HOKA, endorsed the approach: "This idea is precisely what trail running needs. It has purpose, it is selfless, and it perfectly embodies HOKA's role when it comes to giving back to the trail community."
Impact and validation of the model
The pilot program was a huge success with the community. The team interacted with a large number of runners at the refreshment station.
Effectiveness in the field: The local doctor in Champex-Lac saw the system as a valuable and unexpected source of support for the Red Cross. By carrying out an initial triage, the neutral assistance team was able to efficiently direct medical resources to the most urgent cases.
Transformative Impact: Participants' testimonials highlight the decisive impact of the initiative. One Asian participant, who had given up during his two previous attempts, said he was able to finish the race thanks to this unexpected support.
HOKA Neutral Assistance has proven its relevance by providing concrete help to isolated runners and relieving the local medical system, establishing itself as an inspiring model for the future of support in ultra-distance conditions.
