Kailas FUGA Forges Landmark Deal with Spain's Penyagolosa Trails

GUANGZHOU, China – January 20, 2026 – In a move set to reshape the European trail running scene, leading global brand Kailas FUGA has announced a long-term strategic partnership with Penyagolosa Trails, one of Spain’s most prestigious and historic races. The collaboration, now branded as FUGA Penyagolosa Trails, represents a significant investment by the Guangzhou-based company to elevate the iconic event onto the world stage, marking the culmination of a multi-year strategic push into the Spanish market.

This partnership is far more than a simple title sponsorship; it signifies a deep integration of brand and event, leveraging Kailas FUGA's extensive experience in managing international races and its considerable resources to expand the race's global reach. For a sport experiencing explosive growth across Europe, this alliance sets a new precedent for how brands can embed themselves within the fabric of the trail running community.

A Strategic Foothold in Europe's Trail Running Hotspot

The deal solidifies Kailas FUGA’s rapidly expanding footprint in Spain, a country widely regarded as a hotspot for the sport. With a market projected to grow significantly—the European trail running shoe sector alone anticipates a CAGR of 4.9% through 2031—the brand's focus on this region is a calculated and aggressive move. The partnership with Penyagolosa Trails is the capstone on a strategy that began with establishing retail distribution in 2024 and signing its first elite Spanish athletes in 2023.

This methodical approach has allowed the company to build brand recognition and credibility from the ground up. The signing of rising stars like José Ángel CANALES, the winner of the 2025 Penyagolosa Trails, and Maria FUENTES, who secured a second-place finish at the 2025 ETC by UTMB, has cemented Kailas FUGA’s reputation among Spain’s passionate running community. Kailas FUGA Brand Director Nina SUN emphasized the strategic value of the location itself, stating, “With passionate athletes and some of the region’s most technically demanding and stunning terrain it is an ideal proving ground for Kailas FUGA’s high-performance gear.” This highlights the dual benefit of the partnership: market penetration and real-world product validation.

Building an Ecosystem Beyond the Gear

Kailas FUGA's strategy extends beyond traditional marketing. The company is cultivating a comprehensive ecosystem designed to foster deep brand loyalty. This model integrates high-performance products with elite athlete endorsements, major race sponsorships, and a burgeoning community program. Central to this is the formal launch of the FUGA Mountain Club in Spain this year, a sponsored community led by accomplished trail runner Alvaro Gonzales del Salto.

The club provides members with gear and opportunities to compete in races worldwide, creating a powerful network of brand ambassadors. This community-centric approach transforms customers into active participants in the brand's story. The success of this model is already evident, with members of the FUGA Mountain Club and sponsored athletes consistently achieving podium finishes at major events.

This deep connection was articulated by Kailas FUGA Head of International Race Partnerships, Jacky YAO. “Penyagolosa Trails stands among Spain’s premier trail races, aligning perfectly with our commitment to elite-level trail experiences,” he noted. “FUGA athletes and FUGA Mountain Club team members have competed, and podiumed at Penyagolosa Trails, consistently praising the race. We’re proud to deepen this connection and embrace Penyagolosa Trails as a true ‘home race’ for the FUGA family in Southern Europe.”

The sentiment is echoed by the athletes themselves. “The beautiful Penyagolosa trail is not only among my favorite races, but also one of the best in Spain,” commented José Ángel CANALES. “I look forward to seeing them grow together in the future.”

Preserving Heritage Amidst Global Ambitions

While the partnership aims for globalization, both parties have underscored a shared commitment to preserving the unique heritage and environmental integrity of Penyagolosa Trails. The race is steeped in history, tracing its roots to ancient pilgrimage routes and officially starting in 1999. It has since hosted the Trail World Championship in 2018 and become a revered fixture on the international circuit, known for its challenging courses and the passionate support of local villagers.

The event operates under a stringent sustainability plan adhering to the UNE-ISO 20.121 standard for event sustainability. Organizers are committed to responsible resource use, waste prevention, and the active protection of the Penyagolosa Natural Park, through which the race runs. Participation is deliberately limited to 1,500 runners for the 60km MiM and 600 for the 106km CSP to minimize environmental impact.

Penyagolosa Trails Race Director Tico CERVERA emphasized that this shared ethos was non-negotiable. “For Penyagolosa Trails, it is essential that our partners respect the environment, sporting excellence and the runner’s experience,” he explained. “Kailas FUGA shares this vision and we believe this partnership brings real value.” This commitment ensures that as the race gains a larger international audience, its core values and local character will be protected.

The 2026 FUGA Penyagolosa Trails, which joins a portfolio of over 40 international races sponsored by Kailas FUGA, has already seen registrations from over 40 nationalities, a testament to the immediate impact of the new partnership. This collaboration is poised to not only elevate a cherished Spanish race but also to serve as a blueprint for how global brands and local institutions can work together to foster responsible growth in the burgeoning world of trail running.