Let’s start by going back to the moment when the organization made public its partnership with Dacia. The rejection from a part of the elite was immediate. However, the event was a popular success. Somewhat like the Tour de France, the general public had a different viewpoint.
This partnership – admittedly open to criticism – could have been seen not as something to demonize, but as an opportunity. It could have been viewed as a victory of sneakers over tires, a symbolic retreat of the car. Let’s detail this perspective:
Of course, the outcry would have been less without the option of naming rights, a genuine flaw of modern sport that turns every entity – sporting events, boats, stadiums, cycling teams, and others – into an “object” that must be renamed. A sad era, reminiscent of Naomi Klein’s “No Logo”.
Remettons l’automobile dans son contexte
The history of the automobile is intimately linked to that of our societies, as if denying the existence of Henry Ford. The automobile initially connected distant places and then shaped our cities, territories, lives, and imaginations, starting in 1908. Delving into the excellent book “Facing Power” by François Jarrige and Alexis Vrignon, a history of alternative energies in the industrial age, and even more so, into “Driving Cultures” by Mathieu Flonneau. These works help understand the overall trajectory.
Of course, 116 years later, it’s evident that the automobile (in the broader sense) and its rampant proliferation have caused collateral damage, and we would like to apply the Rue de Rivoli formula to the Chamonix valley, but it’s a bit more complex than that.
One can be “against” the automobile, but to target the UTMB (Ultra-Trail du Mont-Blanc) seems an overly simplistic reflex. The runners, whose carbon footprint, moralizing lessons, and automotive partners spark debate on social networks, undoubtedly have a role to play. But with 1500 trucks passing through the Mont Blanc Tunnel daily and around 300,000 heavy vehicles operating in France, some delivering short-lived shoes to running enthusiasts, we should choose our battles more wisely.
S’inspirer des grands événements
Returning to Ford, emblematic of the beginning of the automotive era, which we’re not defending here but simply acknowledging as an existing reality, let’s skip directly to the 1966 24 Hours of Le Mans, which has inspired excellent documentaries and a film. The thesis is bold, as is the luxury of foresight.
In the mid-60s, the automobile was a booming industry. The car symbolized freedom and represented a forward-moving society. The environment wasn’t a concern, unfortunately, but we can’t rewrite history. Racing has long been a stage where major firms compete for image and impact, long before the concept of leads. Sponsors paid to appear on cars, and this financing model has continued to grow. It remains in effect in F1 and Endurance racing.
The popularity of car racing is not in question. However, the development of a global circuit for foot racing could be seen and promoted as a resurgence of human power over mechanical power. In the post-Covid world we all hoped for, didn’t we dream of changing the model? Trail and ultra-trail running, perhaps more so than triathlon, carry a powerful narrative of endurance, resilience, and challenge, much like the 24 Hours of Le Mans in the last century.
Let’s project ourselves 30 years into the future and imagine children from Paris, Berlin, Beijing, or Chamonix becoming passionate about this sport that requires no infrastructure, little equipment, and highlights human performance. The challenge of steep slopes, long distances, and connecting us to the reality of the terrain, effort, and ultimately our condition.
Une utopie envisageable
This is a story that could be developed. Unless, in rejection of the system, everyone, including trail running stars, prefers to compete in alternative events without prize money and media coverage, just for the love of the sport.
That a car brand finds itself “reduced” to appearing as a sponsor represents a first turnaround. Certainly, everyone would have preferred a partnership with SNCF, arguably more symbolic, but let’s give it some time. With nearly 1.4 billion motor vehicles today, we won’t eradicate them immediately with Instagram posts, but we can start inspiring dreams with trail running.
