WTR Store launches online store and takes the spirit of the trails to fans of the mountains

What starts with a step on the trail often turns into a new way of seeing the world World Trail Races (WTR) understands this feeling well and, not for nothing, in more than 10 years of history, the outdoor sports league has seen its audience grow beyond the finish lines and become a community of mountain sports lovers. After consolidating itself as a success among the participants of the league events, the WTR Store now takes a new step and debut your online store official 'leading the unique atmosphere of the stages for the day to day of athletes, runners, mountain bikers and lovers of the outdoor universe.

THE WTR Store comes to digital with an exclusive collection of products in the site, in addition to the official profile on Instagram. The line includes t-shirts for adults and children, caps, visors, bucket hats, socks, windbreakers, sweatshirts jackets, cup and thermos and even fridge magnets ive items designed to carry the DNA of the mountain in every detail.The pieces bring light, functional design and aligned with the style of those who live the sport in an authentic, connected and purposeful way.

Collection as an expression of belonging

More than a commercial strategy, the creation of the WTR Store was born from the active listening of the community. Since 2022, at each stage of the league, the presence of the physical store was already a meeting point, and the products, a way to take home not only a souvenir, but a symbol of belonging. “The athletes already wear the brand from head to toe, and this 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 meet this connection. Now, with e-commerce, athletes will be able to acquire the products not only during the WTR stages, but at any time. With this, we were able to extrapolate barriers and take WTR to new locations, reaching even more people who share our passion”, which is a explains Gabriela Correa, Head of Brand at WTR.

This organic connection between brand and 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, overcoming. It is like carrying a little of the mountain with you, every day”, certifies Marcio Queiroz, director of One Projetos that, from this year, starts to license the products of the WTR Store.

Community as an engine of expansion

With more than 35 Editions made and presence in states such as Rio de Janeiro, Minas Gerais and Sao Paulo, WTR has consolidated itself as a reference in outdoor sports by uniting sport, tourism, entertainment, health and sustainability in a complete ecosystem. In addition to the Trail Run, Mountain Bike, Duathlon and Kids Race events, the league has initiatives such as the WTR Club, subscription program that guarantees exclusive advantages for those who live the mountain all year round, the WTR Squadambassadors who propagate the essence of the brand in the networks and trails throughout the season and the WTR Hub, formed by athletes and influencers selected regionally for each stage of the league that strengthen the culture of outdoor sport and WTR.

Now, with the presence of WTR Store also online, the brand expands its performance and enters once and for all the lifestyle territory, strengthening the bond with its fan base. “Community building is what differentiates a relevant brand from a memorable brand.And we believe that being present in people's daily lives, with products that generate real identification, is an essential step in this” journey, making complete Gabriela.

The debut collection of e-commerce WTR Store it is already available on the official website and in active dissemination in the brand networks. The expectation is that the online store will become a permanent channel of relationship with the WTR community, gathering releases, limited editions and special actions throughout the year. And, of course, at each stage of the WTR League, athletes will be able to continue to physically check in the event arena the WTR Store and all and stay on top of all the news.