K-Way and Pure Adventures announce exciting new partnership!

Photo Credit – Craig Kolesky/ Nikon

Since forging one of the strongest trail running racing brands over the past 3 years when they partnered with the legendary SkyRun, K-Way have announced that they will now be taking bigger strides into trail racing by offering a full umbrella sponsorship for all of the races in the Pure Adventures stable. These races include the extreme, multi-sport, Wartrail Challenge, the 4 Peaks Mountain Challenge, known throughout South Africa as the toughest 24km mountain race in the country and the already hugely popular MaxiRace Cape Winelands that takes place in the breathtaking Stellenbosch mountains. 

“We are beyond thrilled to have K-Way on board for all of our races,” says Michael de Haast, race organiser for Pure Adventures. “At a time in history where so many races have lost their title sponsors due to the economic impact of the Covid-19 pandemic, we really are honoured that K-Way has continued to invest and believe in our brands as much as we do!”

Pure Adventures have built a solid reputation as organisers of world class events that consistently attract top elite athletes to compete in their events. In previous year’s many of the K-Way sponsored athletes have dominated podium positions at Pure Adventures races with the likes of AJ Calitz, Christiaan and Landie Greyling, Lucky Miya and Nicolette Griffioen, to mention a few, all taking title wins. This partnership is a commitment to the sport and acts as a catalyst to encourage athletes of every level to get out into the nature and “Take on Adventure”. 

“We are thrilled to extend our title sponsor partnership with the Pure Adventures team,” says Taryn Scott from K-Way. “There is no better alignment to what our brand represents, and the incredible experiences and comradery these races portray. We are super proud to be a part of these historic events which truly embody the spirit of adventure.”

“My all-time favourite K-Way Pure Adventure Race has to be Skyrun, it’s is the toughest race I have ever done in the country and no matter how well prepared you are it will always humble you and the whole camaraderie from the registration day throughout the whole event up to the prize giving makes it so special,” says K-Way athlete, Lucky Miya. “II will be doing the K-Way Skyrun again in 2021, I have done the event 4 times already and I still believe I haven’t achieved the best of my capabilities on the Wittenberg Mountains, so I am excited and looking forward to this special event!”

For more information on the races and how you can enter please visit www.pureadventures.co.za