What begins with a step on the trail often transforms into a new way of seeing the world. World Trail Races (WTR) understands this feeling well, and it’s no surprise that, in over 10 years of history, this 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 participants in the league’s events, WTR Store now takes a new step and launches its official online store — bringing the unique atmosphere of the races into the daily lives of athletes, runners, mountain bikers, and outdoor enthusiasts.
A WTR Store arrives in the digital world with an exclusive collection of products on the website, in addition to the official Instagram profile. The line includes t-shirts for adults and children, caps, visors, bucket hats, socks, windbreakers, hoodies, thermoses, and even refrigerator magnets — items designed to carry the DNA of the mountains in every detail. The pieces feature light, functional designs aligned with the style of those who live the sport authentically, connectedly, and with purpose.
Collection as an expression of belonging
More than a commercial strategy, the creation of the WTR Store was born from actively listening to the community. Since 2022, at every league event, the presence of the physical store was already a meeting point, and the products were a way to take home not just a souvenir but a symbol of belonging. “Athletes already wear the brand from head to toe, and that’s the power of a community: when the brand becomes an extension of people’s identity. For a long time, we’ve felt the demand for an online store to serve this connection. Now, with e-commerce, athletes can purchase products not just during WTR events but anytime. This allows us to break barriers and bring WTR to new places, reaching even more people who share our passion,” explains Gabriela Corrêa, WTR’s Head of Brand.
This organic connection between brand and audience strengthens the collection’s role as an emotional bond. “When someone wears a WTR piece, they’re not just putting on a shirt—they’re reaffirming a lifestyle. A commitment to nature, well-being, and overcoming challenges. It’s like carrying a piece of the mountain with you every day”, affirms Marcio Queiroz, director of One Projetos, which, starting this year, will license WTR Store products.
Community as the engine of expansion
Com mais de 35 editions held and a presence in states like Rio de Janeiro, Minas Gerais, and São Paulo, WTR has established itself as a reference in outdoor sports by uniting sport, tourism, entertainment, health, and sustainability in a complete ecosystem. In addition to Trail Run, Mountain Bike, Duathlon, and Kids Race events, the league includes initiatives like the WTR Club, a subscription program offering exclusive benefits for those who live the mountain life year-round, the WTR Squad, ambassadors who spread the brand’s essence on social media and trails throughout the season, and the WTR Hub, formed by athletes and influencers selected regionally for each league event to strengthen the culture of outdoor sports and WTR.
Now, with the presence of WTR Store also online, the brand expands its reach and fully enters the lifestyle space, strengthening its bond with its fanbase. “Community-building is what differentiates a relevant brand from a memorable one. And we believe that being present in people’s daily lives, with products that create real identification, is an essential step in this journey,” adds Gabriela.
The debut e-commerce collection of WTR Store is now available on the official website and being actively promoted on the brand’s social media. The expectation is that the online store will become a permanent channel for engagement with the WTR community, featuring new launches, limited editions, and special campaigns throughout the year. And, of course, at every WTR League event, athletes can continue to visit the WTR Store physically in the event arena and stay up to date with all the latest news.
