Kilian Jornet - new PRO ambassador of the COROS brand

Introduction

COROS - the fastest growing brand in the GPS watch industry in the world - has announced that Kilian Jornet is becoming the new elite brand ambassador. Kilian also shared this new collaboration on his social media. How did this partnership come about and what does it mean for the COROS brand in the future? Lewis Wu - co-founder and CEO of COROS, explains this and more in detail.

It started with an Instagram message to Kilian. And it ended with a partnership. But it was a pretty neat one. When Lewis Wu - a longtime fan of Kilian - sent a message to Kilian on Instagram, he didn't expect to get a response. And he certainly didn't expect that response would lead to a trip to Norway, where Kilian lives and trains, a few weeks later. Lewis wanted to see if Kilian was interested in joining the COROS team. He was surprised that Kilian had knowledge of the COROS brand - where it was going with its products, what athletes it supported, and wanted to learn more in person. He suggested meeting in Norway. Without hesitation, Lewis started planning a trip to Norway to meet Kilian.

Meeting in Norway

Norway in January is very cold and is the perfect backdrop for ski mountaineering. Knowing that he would be skiing with one of the best athletes in the mountains, Lewis decided to bring all his ski equipment with him: "I had to take all my ski equipment with me on an already long business trip to Europe, where I spent every two days in a different country. I only spent a few hours with Kilian - but it was totally worth it to me to lug all my winter gear up to the mountains."

It's not unusual for Lewis to meet athletes while they're doing a sporting activity when discussing potential COROS ambassadors: "I just go and do a sporting activity with them. I did the same thing with Tommy Caldwell - another COROS PRO ambassador and one of the best climbers in the world. We climbed El Capitan together in Yosemite. I go out running with the runners on our COROS team and talk to them - and that's one of the great things about this community."

Lewis was greeted in Norway by perfect conditions - freshly fallen snow - on the day of his meeting with Kilian. Kilian sent a message with information about the place and time of the meeting. Upon arriving at the agreed upon location, Lewis saw only one car - belonging to Kilian. The athlete originally from Spain was punctual and by 11:00 a.m. he was down at the agreed upon parking lot, having already completed one 1,000-meter climb. Lewis was impressed by Kilian's timing and asked him: "How did you know you would show up on time when you were already up the hill?" Kilian just smiled and said: "This is my usual training lap."

Lewis wasted no time in asking which COROS GPS watch model Kilian preferred. (Kilian had already been sent the full range of COROS GPS watches to test in advance.) Kilian’s answer was the COROS Apex Pro . Because of its light weight (only 49 grams with a nylon strap), size and ability to record all the metrics during training that Kilian needs. Lewis was excited about this because COROS designs watches exactly for these people. COROS does not develop watches with a good, better or best feature set. Nor does it artificially force the purchase of a higher model just to make more money. The fact that the best mountain athlete in the world chose the Apex Pro means that this uncomplicated view of things works.

I chose the Apex Pro model because of their light weight, size, and ability to record all the metrics I need during my workout.

After a detailed conversation about the COROS Apex Pro, they started climbing to the top of the mountain together. During the climb, they discussed Kilian’s goals and how he trains. Kilian explained that he trains himself. He is very technical and meticulous when it comes to his training and preparation planning. The sports he competes in are extremely competitive and demanding. The distance, the weather, every valley, peak and conditions can change at any time. An athlete must properly plan his efforts, nutrition, clothing, equipment and support team.

COROS doesn't develop a watch with a good, better or best feature set. Nor does it artificially force you to buy a higher model just to make more money. The fact that the best mountain athlete in the world chose the Apex Pro means that this uncomplicated approach works.

After discussing training planning and training metrics, Kilian offered to share his data and calculations for an algorithm that converts physical effort expended on difficult terrain with ups and downs to the effort of running on the flat (adjusted pace algorithm). At the time, COROS was also developing and refining its algorithms for this metric. Lewis was pleased to find that Kilian’s calculations were not that different from those that COROS had developed. (The adjusted pace algorithm metric was added to the COROS GPS watch in a recent update. COROS is known for constantly improving the watch software and adding new features.)

Kilian did not stop there and shared other constructive calculations and ideas that will certainly be incorporated into the design of COROS products and software in the future. Kilian was very interested in the opportunity to be directly involved in the development of the watch - by providing direct feedback and influencing the direction of further product and feature development. For Lewis, this was a clear signal that he would not only be a great ambassador, but also an important part of the innovation and direction for the COROS brand.

Kilian was very interested in the opportunity to be directly involved in the development of the watch - by providing direct feedback and influencing the direction of further product and feature development.

Kilian has set ambitious racing goals for the 2022 season - competing in Hardrock and UTMB among many other events. But Lewis discovered that Kilian has much bigger ambitions than just racing.

He has much bigger goals related to the mountains and we are very happy to be a part of it - summarizes the CEO of COROS. When Lewis watched the movie Breaking 2 (Eliud Kipchoge), he wished that COROS could be a part of these amazing stories that help break the barriers of human performance. COROS's desire to be a part of these achievements does not stem from a simple commercial desire to sponsor such an athlete. On the contrary, the motivation is to enable and help these athletes to be in the best possible condition, which will allow them to break records. I am very excited about Kilian's future goals and that COROS can be a part of something that can inspire everyone - says Lewis. Kilian's decision to collaborate with COROS and the exposure that comes with it are important, but not the most important. The deeper layers of collaboration that go beyond the traditional partnership between athletes and brands are what makes this relationship so unique and exciting - explains the co-founder of the COROS brand.

When they both reached the top and admired the beauty of the Norwegian mountains around them, Kilian suggested that Lewis go down first and that Kilian follow him and make a video of the descent. During the descent, Lewis stopped and looked up to where Kilian was. He was surprised to find that Kilian had already circled him and was waiting for him below. At the end of the descent, one of Lewis' skis got wet in the stream and the resulting slipper on the slope prevented him from finishing his ski run. Kilian returned to him and showed him how to scrape the ice and snow off the slope with his other ski. They said goodbye down in the parking lot. Lewis got in the car, but Kilian did not. He strapped on his skis and set off for the next, third and most difficult climb of the day...

Strong partnerships are built on solid foundations. That day in the Norwegian mountains helped create the foundation for a partnership that Lewis believes will be the most important and influential partnership for the further development of the COROS brand...

And something extra

Kilian's wife has also announced that she is becoming a COROS brand ambassador. After more than three years of break from racing, when she devoted herself to her motherly duties, she is ready to defend her sports titles. Emelie uses the COROS Apex Pro model in a beautiful white color in her training.