{"id":23802,"date":"2024-07-04T10:29:00","date_gmt":"2024-07-04T08:29:00","guid":{"rendered":"https:\/\/www.altitude.news\/?p=23802"},"modified":"2024-07-03T10:03:26","modified_gmt":"2024-07-03T08:03:26","slug":"utmb-change-de-nom-hoka-dacia","status":"publish","type":"post","link":"https:\/\/www.altitude.news\/business\/2024\/07\/04\/utmb-change-de-nom-hoka-dacia\/","title":{"rendered":"L\u2019UTMB change \u00e0 nouveau de nom\u00a0!"},"content":{"rendered":"\n

En changeant \u00e0 nouveau de nom pour Hoka UTMB, la c\u00e9l\u00e8bre course met d\u00e9sormais en avant un partenaire moins pol\u00e9mique que le pr\u00e9c\u00e9dent.<\/strong><\/p>\n\n\n\n

La grande f\u00eate de l\u2019ultra-trail qui se tient chaque ann\u00e9e \u00e0 Chamonix avait attir\u00e9 l\u2019attention l\u2019an dernier. Pour l\u2019\u00e9dition 2023, il n\u2019\u00e9tait plus question de l\u2019UTMB mais bien du Dacia UTMB en r\u00e9f\u00e9rence au partenariat entre l\u2019\u00e9v\u00e9nement sportif et le constructeur automobile.<\/p>\n\n\n\n

Nombre de pratiquants s\u2019\u00e9taient \u00e9mu de ce partenariat soulignant l\u2019incompatibilit\u00e9 entre une entreprise qui fabrique des SUV et une pratique sportive qui se veut respectueuse de l\u2019environnement<\/a>. Cet \u00e9t\u00e9 2024, il sera d\u00e9sormais question du Hoka UTMB. Le nouveau partenaire mis en avant est un \u00e9quipementier sp\u00e9cialis\u00e9 notamment dans les chaussures de course. Propri\u00e9t\u00e9 du groupe am\u00e9ricain Deckers depuis 2013, la marque est n\u00e9e dans les Alpes fran\u00e7aise en 2009. Elle a suivi une ascension fulgurante en quelques ann\u00e9es, au point de faire de l\u2019ombre \u00e0 Nike et Adidas <\/a> .<\/p>\n\n\n\n

De son c\u00f4t\u00e9, Dacia demeure \u00ab partenaire principal \u00bb selon les termes utilis\u00e9s par l\u2019organisation de la course. Le constructeur automobile est toujours l\u00e0. Il a disparu du nom de l\u2019\u00e9v\u00e9nement mais pas de la liste des partenaires.<\/p>\n\n\n\n

Illustration \u2013 UTMB en 2019 \u00a9 Tiia Monto, \u00a0CC BY-SA 3.0 <\/a><\/p>\n\n\n

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\n Notez cet article<\/span>\n <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

En changeant \u00e0 nouveau de nom pour Hoka UTMB, la c\u00e9l\u00e8bre course met d\u00e9sormais en avant un partenaire moins pol\u00e9mique que le pr\u00e9c\u00e9dent. La grande … <\/p>\n","protected":false},"author":2,"featured_media":23803,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,19],"tags":[],"class_list":["post-23802","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-rando"],"yoast_head":"\nL\u2019UTMB change \u00e0 nouveau de nom\u00a0!<\/title>\n<meta name=\"description\" content=\"En changeant \u00e0 nouveau de nom pour Hoka UTMB, la c\u00e9l\u00e8bre course met d\u00e9sormais en avant un partenaire moins pol\u00e9mique que le pr\u00e9c\u00e9dent.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.altitude.news\/business\/2024\/07\/04\/utmb-change-de-nom-hoka-dacia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" 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