The Montane Lakeland 50 & 100 Ultra Marathons have always been a big fixture on the UK endurance calendar, a brutal yet beautiful test of grit set against the rugged backdrop of Coniston and the Lake District. Now in its 18th year, the 2025 edition brought something new.
We partnered with long-time title sponsor Montane to reimagine what a race village could be. The result was Montane Basecamp, a dynamic, brand-led hub that transformed the weekend into far more than a start and finish line.
Montane has backed the Lakeland 50 & 100 since 2008, but this year the ambition was different. The goal was not just visibility, but to create a space that embodied Montane’s ethos of performance, resilience, and community. A place that would feel authentic to runners and supporters alike, while delivering a seamless mix of functionality and memorable, shareable experiences.
From the moment Montane Basecamp opened on Friday morning, hours before the 100-mile race began, the energy was strong. Families and friends swarmed to the Creation Station to craft hand-made Montane-branded cheer signs. Spin-to-Win prize wheels and a rowing machine competition kept the competitive spirits high, while a stretch-out zone offered a welcome pause before the big race.
The afternoon was packed with programming designed to connect and inspire. Trail Talks, a Montane-led panel discussion, a guided stretch with a Montane ambassador, and a 5 km social run in collaboration with La Sportiva and LEKI.
When the 100-miler kicked off at 6pm, Montane Basecamp evolved into the ultimate hub for supporters, keeping the energy rolling as dots moved slowly across the course map.
Saturday morning, before the 50-milers lined up at 10am, saw the debut of Montane Run Club, an easy-paced 5km shake-out run followed by refreshments and pre-race chat.
By Saturday afternoon, as the first 100-mile finishers began to arrive, the vibe shifted again. Montane Basecamp became the celebration zone. Poster printing commemorated finish times, music kept the atmosphere going, and runners swapped war stories with post-race snacks and cans of complimentary Athletic Brewing in hand.
Sunday morning brought the final evolution of Basecamp: recovery. Massages, compression boots and vibrating foam rollers, supported by Compex, helped tired legs reset, while partners like Athletic Brewing and Nuasan kept the runners feeling human.
Across the entire weekend, Montane Basecamp was more than a branded space. It became the social epicentre of the Lakeland 50 & 100, a place where every stage of the runner journey was supported, from pre-race preparation to post-race celebration.
For us, the activation proved that with the right strategy, a sponsorship can be transformed into a living, breathing brand experience. Every touchpoint was considered and every interaction meaningful, the kind of activation that builds lasting connections between brand and community.
This year was just the start. Montane Basecamp has set a new standard for race-weekend engagement and we’re excited to see how it grows in the years to come.
Image Credit: @davidmiller.photography & @nolimits.photos
