"The beauty of Lulang inspires poetry. Mountains, rivers, and lakes unveil their splendor. White clouds drift around the peaks, while flowing streams soothe the soul. Green meadows stretch like carpets, and floral fragrances fill the air."From June 13 to June 15, 2025, the 2025 CHANDO Himalaya Extreme Trail Race, a premier trail running event that combines extreme challenge with the beauty of nature, took place in Lulang Town, Nyingchi, Tibet Autonomous Region. Set against the breathtaking landscapes and demanding terrain of the Himalayas, the race brought together trail running enthusiasts from around the world for an unforgettable competition on the Roof of the World.The event was hosted by the People’s Government of Nyingchi, organized by the Nyingchi Education Bureau, Nyingchi Culture and Tourism Bureau, and the People’s Government of Bayi District, supported by Nyingchi Cultural Tourism Investment Co., Ltd., operated by Five-Star Sports Media Co., Ltd., and title-sponsored by leading Chinese beauty brand CHANDO.

Elite Athletes Gathered for High-Level Competition

Originating in 2019, the CHANDO Himalaya Extreme Trail Race has become one of China's highest-altitude, most scenic, and most challenging trail running events.

The 2025 edition featured three race categories:

• Nature's Secret Realm 7KM

• Breakthrough Challenge 35KM

• Conquer the Summit 55KM

The longest course stretched 55 kilometers, reaching a maximum altitude of 4,528 meters with a cumulative elevation gain of 2,367 meters. Traversing the world's deepest canyon, the course offered a unique combination of extreme challenge and extraordinary natural beauty. More than 400 trail runners from across China participated in the event. Over 20 elite athletes, including You Peiquan, He Dong, Dirihati, Zheng Wenrong, Chi Lingjie, and Zhang Ting, gathered in Lulang, delivering a competition that was exciting, challenging, and highly engaging for both participants and spectators. After two days of intense racing, the 2025 CHANDO Himalaya Extreme Trail Race came to a successful conclusion. Competition in the Conquer the Summit 55KM category was particularly fierce. Elite runners remained closely matched from the starting line through the final sprint to the finish. In the men's division, trail runner Dirihati from Sichuan crossed the finish line first with a winning time of 4:48:18. Luo Canhua from Yunnan finished just 13 seconds behind to claim second place, while local Tibetan athlete Luobusecured third place with a time of 5:01:54. The women's competition was equally exciting. Zheng Wenrong from Yunnan maintained the lead throughout the race and captured the women's championship with a time of 5:52:16. Chi Lingjie from Shandong and Wang Yan from Shanghai finished second and third with times of 6:20:16 and 7:56:57, respectively.

 In the remaining categories:

• Geng Yaba, Peng Lei, and Baima Ciren claimed the top three places in the men's Breakthrough Challenge 35KM.

• Zhang Ting, Yang Yan, and Hu Jiarong secured the top three positions in the women's Breakthrough Challenge 35KM.

• He Dong and Jia Jingjing won the men's and women's championships, respectively, in the Nature's Secret Realm 7KM category.

Glacier-Powered Performance Support

The Himalayas are not only the world's most magnificent mountain range but also the birthplace of the CHANDO brand. For years, CHANDO has been dedicated to researching Himalayan glaciers, rare plants, minerals, wildlife, and cultural heritage, incorporating the essence of Himalayan nature and spirit into its products. As title sponsor of the event, CHANDO supported participants with products tested under extreme environmental conditions to help maintain peak performance throughout the race. One featured product was CHANDO Men Glacier Lotion, powered by Himalayan micro-molecular glacier water. Delivering up to eight hours of long-lasting hydration and freshness, it provides comprehensive skin protection to help athletes stay energized and race-ready. Combining toner, lotion, and essence in a single step, the product is particularly suited to active lifestyles and men's efficient skincare needs. Since launch, the product has sold more than 2.9 million bottles and has ranked No. 1 in Tmall's Men's Lotion & Cream category for two consecutive years since 2023, earning strong market recognition and consumer trust.

Omnichannel Collaboration Creates an Integrated Brand and Performance Marketing Ecosystem

Leveraging the 2025 CHANDO Himalaya Extreme Trail Race, CHANDO partnered closely with the Tmall Super Grand Slam sports marketing IP to create an innovative collaboration model integrating sports events, interest communities, and livestreaming. This approach expanded communication opportunities within the trail running community while building a full-funnel marketing strategy centered around a strong sense of community identity. To deepen audience engagement and broaden reach, CHANDO integrated resources across Weibo splash screens, information feeds, and other digital channels for concentrated exposure.

At the event venue, the brand established an interactive marketplace featuring:

• Immersive product experiences

• Interactive photo opportunities

• Outdoor lifestyle engagement zones

These initiatives created a dedicated consumption scenario for outdoor sports enthusiasts while driving traffic to the CHANDO Tmall Flagship Store through product sampling and multi-placement platform exposure, forming a coordinated online-offline communication matrix. In addition, on June 14 and 15, both the CHANDO Tmall Flagship Store and CHANDO Men Tmall Flagship Storelivestreamed the event directly from the race venue. Several elite athletes and influential creators also appeared onsite to share the spirit of the race, deepen brand understanding, and recommend products. These activities further strengthened CHANDO's positioning within the outdoor and sports consumption mindset and enabled efficient conversion from brand awareness to product sales during the Tmall 618 shopping festival, creating a successful integrated brand-performance marketing loop.

Vitality, passion, and challenge are the defining characteristics of the CHANDO Himalaya Extreme Trail Race. The successful staging of this event demonstrated how premium sporting events can drive economic development, ecological awareness, cultural exchange, and tourism growth simultaneously. It also highlighted the human spirit of respecting nature, challenging limits, and embracing life. The race represents both a milestone in the world of extreme sports and a meaningful example of social value innovation. The finish line is not the end—it is the foundation for the next chapter. As the spirit of this remarkable high-altitude adventure continues to inspire future generations of runners, we look forward to gathering once again among the Himalayan peaks and celebrating new moments of glory next year.