Kullamannen by UTMB® / IRONMAN Group

Brand

An experience, not just a race

The idea behind Kullamannen drew heavily on my own experiences competing in the Adventure Racing World Cup, as well as from military exercises and deployments — environments where uncertainty, endurance and the unexpected are part of the experience.

That thinking shaped the brand from the beginning. Brand and communications were never separate from the race itself; they were part of the experience.

The race began long before the start line. It started at home, with a story, an image or a film that set expectations and built anticipation — eventually leading to the moment when you found yourself standing in the pitch-black Scanian countryside, with a knight on horseback in front of you.

Every touchpoint was designed to reinforce the same promise: this was going to be hard, unpredictable and unlike a conventional race.

Experience design

Designing the journey from the start

Kullamannen was built on years of experience creating and running outdoor events. Before it, we had developed concepts including BAMM — Björkliden Arctic Mountain Marathon in Lapland, previously F.E.M. — and Ladonia Mountain Trophy.

That experience gave us more than the practical knowledge required to stage competitions in remote and demanding terrain. It taught us how an event like this needs to be designed, positioned and packaged as a product.

From the start, we mapped the entire participant journey against a clear product vision and brand position. Every step — from discovering the race and signing up, to training, travelling, arriving, racing and eventually crossing the finish line — was considered part of one continuous experience.

The journey moved between digital channels, physical places, people and operational processes, but every touchpoint was measured against the same question: does this strengthen the idea of Kullamannen?

Growth

Growing the concept, not just the race

Growth was never simply about adding more runners. As Kullamannen developed, we expanded the concept through new distances, locations and experiences while protecting the character that made the race distinctive in the first place.

That meant treating the event as a product platform rather than a single annual race — one that could evolve, reach new audiences and scale operationally without losing its identity.

The result was an increasingly international event and community, with thousands of runners from more than 50 countries taking part each year.

Reach

Reach without a media budget

A clear understanding of storytelling, digital customer journeys and distribution allowed Kullamannen to reach the international trail-running community with relatively little traditional media spend.

Instead, we invested in distinctive, positioning content — films, photography, stories and race coverage designed to be strong enough to travel organically through social channels and streaming platforms. Every piece of content was also part of a journey, with the next step — discovering the race, understanding the challenge or signing up — always one click away.

At the centre was Kullamannen himself: the mysterious knight who gave the race its name. Turning that story into a physical character — a real knight on horseback appearing before and during the race — created an instantly recognisable brand asset that moved seamlessly between communication and the physical experience.

Over time, the knight became more than a visual identity. He became part of the mythology of the race — building recognition online and creating anticipation, emotion and cult status among runners.

Milestone

From Ultra-Trail World Tour to UTMB® World Series

Kullamannen's international position was strengthened when the race became part of the Ultra-Trail World Tour, placing it among a global circuit of leading ultra-trail events.

In 2021, Kullamannen was acquired by the IRONMAN Group, and from 2022 became part of the UTMB® World Series. Winners of Kullamannen's longest distances could now qualify directly for the world finals in Chamonix.

The founders continued as Race Directors for three years following the acquisition, helping carry the concept, culture and experience through the transition into a global event platform.

What started as an uncompromising trail race in southern Sweden had become part of the world's leading trail-running series — without losing the idea it was built around.