Transgrancanaria isn’t just a race, it’s the ultimate test of endurance. It pushes runners from around the world to take on Gran Canaria from end-to-end. With The North Face’s longstanding partnership with the event, we returned for another year to capture the intensity, dedication, and raw emotion of the race, while amplifying The North Face’s presence across Transgrancanaria race week, putting a spotlight on the athletes, community, and their products – including the newest VECTIV generation, launching in Spring 2025.
We aimed to capture the unfiltered reality of the week – for the athletes and their kit. Our plan involved sharing these real moments through ‘unedited’ clips and intimate image carousels, paired with some more comprehensive recap edits of the races.
We also conceptualised multiple social-first content series, which we captured with the athletes throughout the race week.
With our production team on the ground in Gran Canaria, we were able to operate quickly all week long. The team shot, edited and posted all within hours to keep social audiences engaged throughout the event – ensuring they were watching each day as it evolved in real-time. Across the 5 days, we delivered the real, raw TGC experience to social audiences—from pre-race prep to finish-line emotions. Social-first content, live activations, and race-day storytelling brought the event to life, highlighting resilience, grit, and the passion that defines trail running. Throughout our time in Gran Canaria, we worked closely with all the The North Face athletes at TGC, briefing them on content capture opportunities that would authentically showcase their experience and show the VECTIV footwear in action.
