What starts with a step on the trail often turns into a new way of seeing the world. The World Trail Races (WTR) understands this feeling well and, not for nothing, in over 10 years of history, the outdoor sports league has seen its audience grow beyond the finish lines and become a community of mountain sports enthusiasts. After establishing itself as a success among league event participants, the WTR Store now takes a new step and debuts its official online store — bringing the unique atmosphere of the stages to the everyday lives of athletes, runners, mountain bikers, and outdoor enthusiasts.
The WTR Store arrives in the digital realm with an exclusive collection of products on the website, along with the official profile on Instagram. The lineup includes t-shirts for adults and children, hats, visors, bucket hats, socks, windbreakers, sweatshirts, cups and thermos bottles, and even fridge magnets — items designed to carry the mountain DNA in every detail. The pieces feature lightweight, functional design aligned with the style of those who live the sport authentically, connected, and purposefully.
Collection as an expression of belonging
More than a commercial strategy, the creation of WTR Store was born from active listening to the community. Since 2022, at every stage of the league, the presence of the physical store was already a meeting point, and the products, a way to take home not just a memory but a symbol of belonging. “Athletes already wear the brand from head to toe, and that is the strength of a community: when the brand becomes an extension of people’s identity. We have long felt the demand for an online store that caters to this connection. Now, with e-commerce, athletes will be able to purchase the products not only during WTR stages but at any time. With this, we can overcome barriers and take WTR to new locations, reaching even more people who share our passion,” explains Gabriela Corrêa, Brand Head of WTR.
This organic connection between brand and audience strengthens the role of the collection as an emotional link. “When someone wears a piece from WTR, they are not just wearing a T-shirt, they are reaffirming a lifestyle. A commitment to nature, well-being, overcoming challenges. It’s like carrying a piece of the mountain with you every day,” certifies Marcio Queiroz, director of One Projects, who from this year onwards will license WTR Store products.
Community as an expansion driver
With more than 35 editions held and presence in states like Rio de Janeiro, Minas Gerais, and São Paulo, WTR has established itself as a reference in outdoor sports by combining sport, tourism, entertainment, health, and sustainability in a complete ecosystem. In addition to Trail Run, Mountain Bike, Duathlon, and Kids Race events, the league has initiatives such as WTR Club, a subscription program that guarantees exclusive benefits for those who live in the mountains all year round, WTR Squad, ambassadors who spread the essence of the brand on social media and trails throughout the season, and WTR Hub, formed by athletes and influencers selected regionally for each stage of the league who strengthen the culture of outdoor sports and WTR.
Now, with the presence of WTR Store also online, the brand expands its presence and firmly enters the lifestyle territory, strengthening the connection with its fan base. “Building a community is what differentiates a relevant brand from a memorable brand. And we believe that being present in people’s daily lives, with products that create real identification, is an essential step on this journey,” concludes Gabriela.
The debut collection of the WTR Store e-commerce is already available on the official website and actively promoted on the brand’s social media. The expectation is for the online store to become a permanent channel of interaction with the WTR community, bringing together releases, limited editions, and special events throughout the year. And, of course, at each stage of the WTR League, athletes will be able to physically visit the WTR Store’s store at the event arena and stay updated on all the news.
