© Mattia Balsamini / ACG
ACG and Mental Athletic: the Exhibition of S.P.E.E.D in Milan, an immersive event that reimagines the codes of trail running
Brands are competing in creativity to deliver ever more memorable events. Nike, currently expanding its trail-focused Nike ACG range, made a strong statement with the Exhibition of S.P.E.E.D (Mostra di Velocità) in the heart of Milan from February 11 to 13. It was an immersive and high-intensity experience built around a unique race format, created in collaboration with Mental Athletic.
An indoor trail race offered in three distances: 15 km (700 m elevation gain), 50 km (2,300 m elevation gain) or 100 km (4,000 m elevation gain). All of it on a 150 m loop. Enough to raise eyebrows at the very idea of a nature race, and even an ultra, held indoors.
ACG and Mental Athletic chose Spazio Maiocchi in Milan, an art gallery transformed into a closed, off road circuit that was ultra repetitive and mentally demanding. The format, as bold as it was unprecedented, did not go unnoticed by the running community.
| “The smallest ultra racecourse in the world, built on a backyard format”
A lunar setting with an end of the world atmosphere, where runners from 26 countries pushed their limits across multiple distances. “The smallest ultra racecourse in the world, built on a backyard format” stood out as a form of contemporary art, far removed from traditional trail standards. A raw mix of repetition, obsession and confinement designed to draw deeply on the physical and mental reserves of the participants. Without the usual distraction of natural trail scenery, without music and without cheers.
| Up to 666 laps
Enough to push participants to their mental limits, with 100, 333 or 666 loops depending on the distance. A repetitive, psychological and almost diabolical challenge, as suggested by the lap count of the 100 km. Far from the varied landscapes of mountains and trails, Spazio Maiocchi was transformed into a psychological and physical prison, almost a terrarium for runners. A pop up ACG space was set up for the occasion, housed in an orange capsule installed on the dirt as well as in a glass corner of the venue. Watching trail runners circle endlessly behind the windows heightened the feeling of standing in a strange zoo.
Nike ACG and Mental Athletic set out to break down the barriers between spectators and athletes. Unlike a traditional trail race, onlookers were able to follow the entire race and course from start to finish.
| 15 km, 50 km and 100 km on a 150 m loop
The 15 km kicked off the three days of exhibition. The organizers set off two waves of six runners. Athletes tackled the gallery floor, specially covered with dirt, rocks, stairs and bumps for the event. For nearly three hours, the brave competitors navigated this infernal course, moving from daylight into dusk. From the outside, this journey of more than 700 meters of elevation gain over 15 km looked endless. Melvyn Bracon, a Distance athlete and trail specialist with multiple UTMB top 10 finishes, claimed victory in the men’s 15 km.
“I really enjoyed the race. It is great to bring together two worlds that rarely intersect, sport and art. Running a race inside an art gallery is quite unique. I did not really see the laps go by, I imagined myself on a motocross circuit, with tight turns and small jumps. We crossed paths quite often on the loop, which helped avoid monotony. At a time when the place of trail running in major competitions is being discussed, I found it very interesting to create this kind of event in the city where the Winter Olympics are taking place, at the same time. In a way, ACG and Mental Athletic brought it a little closer to the Olympics through this event. I still prefer trail running to remain in the mountains, and I hope it will not be too distorted if it becomes part of this type of competition.”
Melvyn Bracon
The entire event was broadcast live on the Mental Athletic website, thanks to five cameras resembling surveillance devices. In infrared vision, with a mystical and obsessive soundtrack, participants were visible at every corner of the course in a truly atypical atmosphere. To complete the identity of the event, the men’s and women’s winners of each race were awarded an engraved stone as their trophy.
This slightly crazy project took shape under the acronym S.P.E.E.D, for Sweat, Pain, Endurance, Euphoria, Discovery. The Exhibition of Speed concluded with the 100 km as its climax. No music, no cheering, and GPS watches unable to capture either pace or distance. Nike ACG succeeded in shining a spotlight on its trail range for a few days by partnering with Mental Athletic.
| Spotlight on the ACG Ultrafly Trail SP
These unprecedented races were an opportunity to showcase the range’s new trail shoe, the ACG Ultrafly Trail SP, released in two new colorways. The brand also equipped runners with ACG apparel, notably a futuristic white mesh T shirt featuring “All Conditions Racing Dept” cut outs. Gear that is likely to become increasingly visible on Nike athletes in the seasons ahead.
The race to create the most unusual and striking event is heating up among running brands. Nike, through its trail division ACG, is clearly signaling its ambition to become a leader in the field. The Exhibition of Speed, held in the heart of the fashion capital, is a perfect illustration. Inside an artistic space transformed into an infernal course, Nike ACG and Mental Athletic chose to twist the trail concept to expose its rawest mental dimension.
✔ The ACG Ultrafly Trail SP is available on the brand’s official website.
Emma BERT
Journaliste