The Laundromat by runpack.

On the occasion of UTMB 2025 in Chamonix, we conceived with our media outlet runpack an activation campaign capable of standing out in a particularly crowded brand communications environment. Our ambition: create an experiential hub centred on trail equipment and real-world practice, fostering direct encounters between brands, athletes, and the community in an accessible and lively setting. We transformed a laundromat in the town centre into "La Laverie by runpack," keeping the original machines to preserve the authenticity of the space. The deliberately understated and recognisable scenography allowed several partner brands to be hosted in succession through meet-and-greets, interviews, product presentations, and exchanges with athletes. Running throughout the week, a playful mechanic designed to drive footfall and encourage interaction created a natural point of convergence for enthusiasts present in Chamonix. Conceived as a hybrid hub, the space also integrated a media studio allowing us to produce and broadcast editorial content live across runpack's channels. The activation thus combined an on-the-ground event, content production, and social media amplification, within an integrated sports marketing logic. The Laundromat by runpack. illustrates our ability to design simple, recognisable, and unifying campaigns, reconnecting brands with their community in a more human and responsible format.