In 2023, Jim Walmsley didn't just win the UTMB – he obliterated the previous record by a full 12 minutes, and he did so wearing Hoka trail running shoes. It makes sense then that the French running brand has just taken over as the title sponsor for the world's most iconic trail running event.
Last year was marked by controversy around the UTMB's sponsorship, which saw the race partner with automobile brand Dascia. Top runners like 2022 winner Kilian Jornet publicly called out the race organizers for partnering with a polluter. This year's announcement is unlikely to draw heavy criticism from runners, even if they don't personally love a chunky midsole.
