inov-8 announces partnership with prominent UK trail running event

Story from ATRA corporate member inov-8 about their three-year partnership with Lakeland Trails. Written by Carl Fallowfield and originally published on the Cumbria Crack. Photos by James Kirby. We enjoy sharing news about international events to broaden the scope of our mountain and trail running family.

Lakeland Trails, which attracted 12,500 trail runners to its events in 2016, has teamed up with running brand inov-8 ahead of the new season.

Both have their roots firmly etched in the Lake District trails, so it was only right that the recent announcement was made at the Hawkshead Brewery, Staveley, just a stone’s throw from inov-8’s head office and close to where the first-ever Lakeland Trails event was staged in 2004.

Graham Patten, event director for Lakeland Trails, which each year draws competitors from all over the world and brings a £5m boost to the regional economy, said: “We are delighted to welcome the inov-8 team to the Lakeland Trails family. Having a local business who are passionate about trail running to work with on developing the events, will help us showcase what a spectacular location the Lake District is for world-class events like the Lakeland Trails.”

Guests at the announcement listened to a live performance by singer/songwriter Pete Lashley before changing into inov-8 kit and running the new 5km Kentmere Sport Trail route. This will be staged alongside the 10km and 17km events at Staveley in May. Similar 5km courses will also be new at Cartmel, Keswick and Glenridding in 2017.

Michael Price, director of product and marketing for inov-8, said: “Our products are developed in the Lake District, in the toughest of conditions. We engineer them from the ground up, ensuring we deliver the best grip for any trail. We are the specialist brand and have a big dream – to be the best and most inspiring trailing running brand in the world.

“To achieve our dream, we believe in investing in running in the Lake District. It’s our home, it’s one of the best places to run in the world and has an unrivaled running history. The Lakeland Trails are a perfect fit for us. There’s an event for every runner, from a 5km all the way up to the Lakes Ultra.”

Lakeland Trails are some of the most inspiring trail running and walking events in the UK, all held within the spectacular landscape of the Lake District National Park. Designed for all ages and abilities, the trail courses range from 5km, 10km and 14km -18km, all the way through to half and full marathon distances. Each provide well-marked and marshaled journeys along environmentally sustainable bridleways and footpaths that take in some of the most incredible countryside in Britain.

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