What begins with a step on the trail often turns into a new way of seeing the world. A World Trail Races (WTR)He understands this feeling well, and not by chance, 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 andlaunches your online storeOfficial — bringing the unique atmosphere of the stages into the daily lives of athletes, runners, mountain bikers, and outdoor enthusiasts.
A WTR Storecomes to digital with an exclusive collection of products on thesite, in addition to the official profile on Instagram. The line includesT-shirts for adults and children, caps, visors, bucket hats, socks, windbreakers, hoodies, mugs and thermal bottles, and even refrigerator magnets— items designed to carry the mountain's DNA in every detail. The pieces feature a lightweight, functional design 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 WTR Store was born from active listening to the community. Since 2022, at each stage of the league, the physical store was already a meeting point, and the products were a way to bring home not just a memory, but a symbol of belonging."The athletes are already wearing 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 would serve this connection. Now, with e-commerce, athletes will be able to purchase products not only during WTR events but at any time. With this, we are able to break barriers and bring WTR to new locations, reaching even more people who share our passion."Gabriela Corrêa, Head of Brand at WTR, explains.
This organic connection between the brand and the audience strengthens the role of the collection as an emotional link.When someone wears a WTR piece, they are not just wearing a T-shirt; they are reaffirming a lifestyle. A commitment to nature, well-being, and overcoming. It's like carrying a bit of the mountain with you every day., certifies Marcio Queiroz, director of One Projects, who from this year onward, will license the products of WTR Store.
Community as a driver of expansion
With more than35 editions heldand presence in states such as 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 into a complete ecosystem. In addition to the Trail Run, Mountain Bike, Duathlon, and Kids Race events, the league includes initiatives such as theWTR Clubsubscription program that guarantees exclusive benefits for those who live in the mountains all year round, theSquad WTR, ambassadors who promote the essence of the brand on social media and on the trails throughout the entire season and theHub WTR, composed of athletes and influencers selected regionally for each stage of the league who strengthen the outdoor sport and WTR culture.
Now, with the presence of theWTR Storealso online, the brand expands its presence and fully enters the lifestyle territory, strengthening the bond with its fan base.Building community 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.Complete Gabriela.
The debut collection of the e-commerce of theWTR StoreIt is already available on the official website and actively promoted on the brand's social media. The expectation is that the online store will become a permanent channel of engagement with the WTR community, bringing together launches, limited editions, and special actions throughout the year. And, of course, at each stage of the WTR League, athletes will be able to physically check out the WTR Store at the event arena and stay updated on all the news.
