At the Heart of the Grand Raid

On the occasion of its partnership with the Grand Raid de la Réunion, INTERSPORT wanted to structure a social media activation capable of durably establishing its legitimacy in the trail running world. The challenge was twofold: assert its role as a premium partner of the event and create a coherent voice around equipment and performance, within the context of an international ultra-trail race. SPK conceived a three-part editorial campaign. In the lead-up, educational content produced through the runpack media outlet helped anchor the brand in product expertise. During the race, immersive on-site coverage was set up around two runners competing in different events, in order to embody the narrative and create authentic storytelling. After the event, photo and video formats extended the visibility of the activation and consolidated INTERSPORT's presence in digital conversations. The entire campaign was designed to showcase the sports partnership, strengthen the brand's territorial roots — both in mainland France and in Réunion — and engage communities around an iconic event in the trail calendar. A structured, coherent activation aligned with the codes of sports marketing and digital communications.