La Laverie by runpack, The activation that reinvents the dialogue between brands and the trail community
Faced with the media saturation of the world's largest trail running event, the UTMB, agency SPK decided to go against the grain. By transforming a launderette in the center of Chamonix into an editorial and meeting hub, La Laverie by runpack. sought to offer a space for sincere dialogue, far removed from the commercial hustle and bustle. This initiative, hailed for its ingenuity and scope, has been nominated in the Communications Campaign of the Year category at the Trail Running Awards.
The challenge: re-establishing a genuine dialogue on equipment
The founding idea for La Laverie came from a simple observation: the UTMB lacked a free and accessible discussion forum where people could talk about equipment in a way other than the commercial showcase format. SPK and its runpack. media decided to bring equipment back to its essence: an everyday tool.
The decision to transform a genuine downtown laundromat into a lively, participatory space is, in itself, a symbol of a sport rooted in real life. The event was designed to promote proximity, sharing and sincerity, in keeping with the DNA of trail running.
Agile editorial and scenographic innovation
The activation stood out for its ability to merge physical experience and content production, all in a minimal but striking scenography.
The Multi-Brand Hub: For five days, La Laverie hosted a multi-brand, evolving format. Each day, a guest brand (ASICS, ON, X-BIONIC, Valone, etc.) took over the space for authentic talks, meetings and direct exchanges with riders. The Golden Machine, co-created with Tonton Outdoor, added a playful dimension to the discovery of partners.
The integrated editorial studio: La Laverie served as runpack...'s production studio. Numerous interviews, reports and discussions were filmed and broadcast daily on the media's channels, ensuring a strong extension of the experience to an extended online audience.
Simplicity and sincerity: SPK opted for a minimalist scenography, preserving the original machines and enhancing the authenticity of the site, creating a striking contrast with classic event stands.
Impact: A rallying point validated by the ecosystem
The initiative has exceeded initial expectations, establishing itself as a true rallying point for the trail community in Chamonix.
Attendance and Engagement: Strong on-site traffic was marked by a continuous flow throughout the week of activation. On the digital front, the campaign generated significant digital visibility (several million impressions) and strong engagement across media channels.
B2B consensus: Feedback from partners and industry personalities confirmed the concept's relevance. Players such as Julien Chorier (UTMB Sports Director) hailed the initiative as "out of the ordinary", while other brands recognized the originality of the venue for discussing equipment, and the effectiveness of "activating athletes and equipment in an unprecedented location".
Quality of dialogue: La Laverie has succeeded in creating a lasting meeting place between riders, elite athletes and brands, far removed from commercial filters.
This simple, sincere and agile initiative enabled us to test a replicable format with a small footprint, confirming the relevance of communications centered on product culture and authenticity.
