Concept, curation, and on‑site production by Athletic Affair.
In collaboration with Amazfit, Neversecond, Alba Optics, and TrainingPeaks.
During trail running’s biggest week in Chamonix, we curated and hosted the House of Brands: a single chalet turned creative hub where culture, performance, and community come together. Across five days, we designed a calm, media‑friendly space that brought brands, athletes, and storytellers under one roof for hands‑on product moments, interactive training sessions, and engaging storytelling.
The House was conceived as an all-in-one clubhouse: a place to discover what is new, meet the people behind it, and recharge between commitments, all while keeping media access simple and centralized.
WHAT WE BUILT
A central base in Chamonix where Amazfit, Neversecond, Alba Optics, and TrainingPeaks could welcome media, creators, athletes, and community.
A week‑long program balancing movement, recovery, conversation, and product touchpoints.
A PR coordination desk ensuring media had the right information across all participating brands, with on‑site facilitation for interviews and product walk‑throughs.
HOW THE WEEK LOOKED
Monday
Industry BBQ : To kick things off in the right way we gathered faces and figures from across the trail and outdoor industry to host a dinner in unison and set the tone for the days ahead.
Tuesday
Amazfit Strength Session: A guided strength workout tailored to trail runners, preceded by a coffee meet‑up at the house.
Amazfit Shakeout Run: An easy community run with no other than Rod Farvard. Guests were able to loosen the legs and enjoy the valley before the upcoming race day.
Wednesday
TrainingPeaks Shakeout Run: Community miles with TrainingPeaks to keep athletes and media moving mid‑week.
An intimate chat with Katie Schide & Bill Armstrong: A close conversation in the outdoors of Chamonix with a legend of the sport. All about preparation, fueling, and the mindset that powers big days in the mountains.
Meet Amazfit athlete Rosa Lara Feliu: A chance for media and guests to hear directly from Rosa and connect around training and race goals.
Thursday
OCC Cheering Run: A lively group activation to support runners on course, giving guests a chance to see their heroes up close and of course to enjoy the atmosphere.
Friday
Amazfit Yoga & Recovery Session: A guided session focused on mobility, relaxation, and getting the body right for the weekend.
NOTABLE RESULTS:
Ruth Croft- UTMB champion | Powered by Amazfit & Neversecond
Rod Farvard- 9th UTMB | Powered by Amazfit & Neversecond
Rosa Lara- 6th OCC | Powered by Amazfit
Media & Athlete Access
Throughout the week, media and guests met the brands and their products up close inside the house. Brand athletes made themselves available for interviews, and we coordinated 1:1 briefings and product context to support coverage. The centralized setting allowed for efficient scheduling and deeper engagement across participating brands.
Hospitality
Coffee by Cafe de Fina and Molk kept the space energized from morning through late afternoon.
Concept, curation, and on‑site production by Athletic Affair.
In collaboration with Amazfit, Neversecond, Alba Optics, and TrainingPeaks.