Columbia, the global outdoor apparel brand, has extended its presenting partnership with Megamarsch, the long-distance hiking series operated by Infront, in a multi-year agreement running through 2028.
The renewal strengthens Columbia’s position within Europe’s booming endurance hiking market and keeps the brand embedded in one of the region’s most influential participation sport platforms.
The partnership builds on a three-year collaboration that has helped Megamarsch scale rapidly across Germany, Austria, Switzerland, and Spain, attracting more than 149,000 participants to date.
Under the renewed deal, Columbia will retain exclusive presenting rights and maintain full on-ground activation at every event, including integrated branding, product support, and experiential programming designed specifically for long-distance hikers.
Megamarsch has outlined ambitious growth projections as part of the extended agreement. The series is targeting 64,000 participants in 2026, 70,000 in 2027, and 74,000 in 2028, reflecting the rising mainstream appeal of endurance hiking and the growing commercial value of participation-driven outdoor sport.
Speaking on the occasion, Suzanne Dorok, Managing Director at Megamarsch, said, “Columbia has played a key role in helping us elevate the quality and professionalism of our events. Their support has enhanced the overall experience for our participants, and we’re excited to continue this journey together. This extension reflects our shared commitment to delivering exceptional outdoor adventures across Europe.”
Matthieu Schegg, VP EMEA, General Manager at Columbia, added, “For Columbia, Megamarsch is more than a partnership – it’s a direct connection to the hiking community. Through the events and our shared digital platforms, we’re able to engage with outdoor enthusiasts in a meaningful way. We’re proud to continue supporting Megamarsch and the growing community of people who love to explore the outdoors.”
For Columbia, the multi-year extension deepens its connection with endurance hikers at a time when the category is experiencing strong growth in both participation and gear demand. For Megamarsch, the agreement provides continued commercial security as it pushes into new markets and expands its event calendar.
The renewed partnership reflects a broader shift in the outdoor industry, with leading brands investing in large-scale participation platforms to establish year-round touchpoints with consumers. Columbia’s alignment with Megamarsch places it firmly within this movement, joining competitors that have stepped up their presence in trail running, ultra-hiking, and mass-participation endurance formats.
Columbia is the flagship brand of the Portland-based Columbia Sportswear Company and has produced outdoor apparel, footwear, accessories and equipment since 1938.
Megamarsch is a European long-distance hiking series offering 50 and 100 kilometre challenges designed to test endurance, resilience and outdoor readiness. The series is operated by Infront.
Infront is a global sports marketing company specialising in media rights, event operations, brand partnerships and participation sport platforms across more than 25 sports worldwide. The company has recently expanded its portfolio through initiatives such as Infront Productions and FIFA+ partnering to enhance the global football viewing experience, Etihad Airways becoming the official global airline partner of the Badminton World Federation, the German Ice Hockey Federation extending its long-standing marketing agreement with Infront, and the agency taking charge of managing international broadcast rights for France’s Ligue 1 and Ligue 2.
Megamarsch continues to build its footprint across Europe with hikes spanning 50 to 100 kilometres, each designed to be completed within 12 to 24 hours. The format has drawn a diverse mix of first-time hikers, lifestyle participants and seasoned endurance athletes, mirroring the wider rise of ultra-endurance participation sport.
The 2026 Megamarsch season begins in late February and features 27 events across Germany, Austria, Switzerland and Spain.
