Running Up For Air

Running Up For Air (RUFA) is a mountain-based endurance challenge designed to raise awareness about air pollution and its impact on trail runners and the environment. Participants run up and down a mountain for 3, 6, 12 or 24 hours — with the European edition first taking place in Chamonix in 2019.

When COVID-19 made live delivery impossible in 2021, we worked with Patagonia to transition RUFA into a fully virtual event that could still unite participants across Europe. In 2022, the programme expanded again — integrating Strava, enhancing storytelling and adding localisation features to boost engagement and participation.

We led the end-to-end delivery of RUFA’s virtual platform, from early strategy through to digital build and multi-language rollout. The project included:

• Creation of a virtual event platform in 4 languages

• Bespoke registration and donation journey

• Custom leaderboard and digital tracking

• Participant packs and live engagement features

• Integrated Strava functionality to log elevation gain

• Content from 18 environmental partners across Europe

• Project management, delivery and reporting across two years

In 2022, we introduced local Patagonia ‘chapters’, individual stories from the community, and a hybrid format that welcomed both virtual and in-person participation — all focused on raising funds and awareness for clean air.

• 800+ participants joined virtually in 2021

• In 2022, over 57,000 people took part across Europe

• 14,654,214 metres of elevation climbed

• €8,812 raised for 18 featured environmental charities

• Delivery in 4 languages, with digital and hybrid formats

• Integration of Strava to drive participation and data tracking