House of Brands 2025 — Chamonix Edition
What a week! We wrapped up an incredible edition of the House of Brands during UTMB Chamonix.
We kicked things off with our Industry BBQ — and it was great to see so many familiar faces come together to support the project.
The House concept proved to be a success — a space for social gatherings, 1:1 athlete meetings, PR moments with journalists, and casual business conversations, all fueled by the best coffee in town thanks to MOLK and Café de Finca.
A huge thank you to Neversecond, Alba Optics, Amazfit, and TrainingPeaks — the brands that made it possible. The cross-marketing and shared storytelling between them created strong visibility and authentic engagement across the week.
And we couldn’t have asked for a better ending — with incredible race performances:
🏆 Ruth Croft (Amazfit & Neversecond) won UTMB
🔥 Rosita and Rod delivered standout races
We love being in Chamonix, and we’re proud of what the House has become.
Next stop: new location loading…
Extra Extra — The Trail Times
We did it again. Another edition of The Trail Times — our special newspaper created for Neversecond, this time in collaboration with On and Buff.
We’re proud to see how this simple idea has taken off, with each new location giving it more life — and yes, we’ve even spotted a few brands starting to copy the concept 😉
For UTMB Chamonix, we created a special edition featuring the week’s agenda, brand activations, athlete interviews, and all the info fans needed to follow the race — without forgetting the fun side, games included.
It was more than a race guide — it became a fan companion and a powerful brand tool. Walking around Chamonix and seeing people actually reading it was emotional.
Thanks for following along — and yes, we’re already thinking about the next one.
Zero to UTMB Winner
Just a few months ago, Amazfit approached us with a clear goal: to enter the trail running scene with greater presence — both on the athlete and consumer side.
Since then, our team has worked closely with them to integrate the brand into the House of Brands, building awareness, visibility, and the right partnerships across the UTMB week.
On the athlete side, we were proud to manage all three athlete sponsorships Amazfit showcased at UTMB — and what a result.
On Saturday afternoon, Ruth Croft crossed the finish line in Chamonix as the UTMB 2025 women’s champion. We couldn’t be prouder to have been behind that partnership, from the first call to the final climb.
Athlete management isn’t always easy, and these races are far from simple — but moments like this make all the work, deals, and late nights worth it.
Success is built on trust — and we’re grateful both Ruth and Amazfit trusted Athletic Affair to bring this journey from zero… to winner.
Bonus? Ruth is also a Neversecond athlete. A perfect day in the mountains.
Badlands is ON
While part of the team was in Chamonix, the other half is deep in the desert — covering Badlands and running the race comms through the Fantasy Gravel app.
From the mountains of UTMB to the dusty climbs of Gorafe, we’re proud to be telling the stories that matter.
Follow our official channels and don’t miss a single update — the riders are absolutely flying, and the content coming out is 🔥.
Italian Bike Festival — See You in Misano
We’ve been working behind the scenes with Gobik and Wilier Triestina and Miche on a special launch at this year’s Italian Bike Festival, and our team will be on-site in Misano to bring it to life.
If you’re attending, come say hi — or drop us a message. We’d love to show you what we’ve been building.
And if the summer heat starts to get to you… make your way to the Gobik stand. We’ve prepared a little taste surprise to help cool you down.