Columbia staged its first-ever trail race in Saudi Arabia, bringing together more than 40 runners, outdoor enthusiasts and members of the local adventure community, alongside Discover Aseer, for a 21km race through the Aseer Mountains.
Held at Al Masqi Park, the course took participants across technical mountain terrain, steep ascents and panoramic highland landscapes at elevations of more than 2,500 metres above sea level. Aid stations were positioned every 5km to support runners throughout the route.
Columbia’s internal team planned, executed and delivered the campaign to establish Columbia as a leader in outdoor culture across the region while contributing to Saudi Arabia’s growing trail-running community. The activation also showcased the brand’s performance apparel in the environment it was designed for, encouraging more people to connect with nature and embrace outdoor exploration.
The experience formed the centrepiece of the campaign, with paid media building awareness ahead of the event and Columbia.ae serving as the registration hub. Athlete ambassadors and outdoor creators documented their training journeys on Strava in the lead-up to the race, while live event coverage, participant stories and post-race content extended the campaign beyond race day, turning a single event into an ongoing conversation.
The campaign targeted trail runners, hikers, endurance athletes and active lifestyle consumers across Saudi Arabia, while also seeking to inspire the wider GCC outdoor community through authentic storytelling and participation. By placing consumers at the centre of the experience, Columbia aimed to demonstrate its commitment to growing the region’s outdoor culture rather than simply promoting products.
Although the hero event took place in Aseer in June 2026, the Columbia Trail Race campaign continued through post-race films, participant stories, community content, Strava activity and social storytelling. Besides promoting the brand, the initiative also aimed to position Saudi Arabia and Aseer in particular, as an emerging destination for trail running and outdoor adventure.
Columbia partnered with athletes, ambassadors and local outdoor creators who documented their journeys before, during and after the race, helping generate more than 100 pieces of user-generated content and encouraging wider participation in outdoor activities across the region.
According to the brand, the campaign reached 1.7 million people, generated 17,372 clicks and 10,000 landing page visits, while delivering Columbia MENA’s highest-ever organic reach. It also generated more than 100 pieces of user-generated content and strong engagement on Strava. The brand has also referenced an additional uplift metric, although the submitted figure appears to be incomplete.
Mo Bodiat, SVP of Brands at GMG, said: “This event is more than a race – it’s a celebration of community, resilience and discovery. As our first trail race in Saudi Arabia, it represents an exciting milestone for the brand and reinforces our commitment to supporting the region’s growing outdoor culture.”