Columbia Join the Rat Race

31.01.2006

The Rat Race Urban Adventure Series is back again for another year of high octane adventure within Britain’s cities where people will compete to “beat the streets” by navigating the urban jungles on mountain bike, kayak, foot and rope. Last year’s event locations of Bristol, Edinburgh and Manchester are standing by once again to witness locals and visitors alike battle it out to beat the Rat Race!

The Rat Race is the first ever “urban adventure race” concept staged in the UK, where the country’s coolest cities are transformed into urban assault courses for the weekend as ordinary people compete alongside elite adventure sport athletes - climbing, abseiling, mountain biking, kayaking, navigating and facing a course peppered with secret disciplines.

Teams of three compete in a weekend long event that is fast, gutsy and daring, both for the teams and for the organisers. Now entering its third year, the Rat Race is expecting upwards of 2000 adventurers racing the streets this summer, having experienced huge popularity in its two-year history.

Joining the Rat Race for this year is Columbia Sportswear. Maite Seegmuller, European Marketing Director comments ‘As a global leader in outdoor apparel and footwear, Columbia has always been keen to put their product to the test in extreme and unusual challenges – and The Rat Race is a great vehicle for us in the UK.’

‘Furthermore, the combination of elite racers together with outdoor adventurers and first-time entrants is a great fit for the Columbia brand – which enables enthusiasts at all levels to get out and enjoy the great outdoors.’

Event Director Jim Mee comments: “The partnership with Columbia is key in building on the amazing growth of what we have so far experienced and propelling the events into the long-term as adventure sport classics, known the world over. We’re excited about our 2006 events and about the future developments that the Columbia partnership holds.”

Jennie Hermolle, UK Marketing Manager comments ‘The event series is a great opportunity to showcase the Columbia Sportswear brand in the UK. The Rat Race has an excellent fit with our plans to significantly raise the Columbia brand profile to an outdoor audience in 2006 and beyond. Bringing all thrills of outdoor adventure into the city, is a great formula to demonstrate the technicality and flexibility of our Titanium product range.’