The GR34 Challenge

As part of the launch of the Ghost Trail, Intersport and Brooks wanted to create an activation capable of bringing the product to life as close as possible to its real-world use. The challenge was twofold: strengthen product expertise among Intersport sales staff while generating credible, field-based content capable of fuelling communications for both the brand and the retailer. SPK conceived a two-day immersive experience, structured around a team race on the GR34, an iconic trail offering a diversity of terrains in perfect alignment with the product's versatility promise. The setup brought together Intersport sales staff who were active runners, selected through a rigorous process and supported upstream by a structured preparation programme designed to build collective momentum and strengthen their commitment. The activation was built around an evolving race mechanic blending performance, strategy, and human experience. Split into teams, participants covered a route between Vannes and Lorient, with a checkpoint at Quiberon, incorporating rules designed to redistribute the race and introduce an element of uncertainty. Beyond performance, the setup placed emphasis on the overall experience: a shared living space, recovery time, exchanges with the Brooks teams, and continuous product immersion. In parallel, a content creation setup accompanied the event to capture the experience authentically, highlighting participants' lived experiences and the reality of the product in mixed conditions. The whole initiative delivered a comprehensive on-ground activation, combining training, engagement, and content production.