Outside Interactive Inc., the world’s leading creator of outdoor content, services, events, and experiences, announces the series launch of Ultimate Mountain Athlete, presented by the 2024 Toyota Tacoma. 

This first-ever TV competition pits the most well-rounded male and female outdoor athletes across multiple challenges and races. The intent is to test and showcase the physical skills and mental fortitude needed to ski, bike and climb in challenging backcountry locations—all to see who is crowned the Ultimate Mountain Athlete.

“Years of studying Outside readers led us to one truth: people who love to live and play outdoors aren’t just in it for one sport, especially when the seasons start changing,” says David Klimek, series producer and Outside VP, Ad Marketing & Video Strategy. “There are not many skiers who only just ski. We all do more than one activity. So why should the elite athletes we admire be stuck doing just one thing?”

To create a competition that reflected its users’ multiple interests, Outside invited eight pro athletes this spring to the heart of Colorado’s rugged San Juan Mountains. The athletes competed on high-altitude courses set between Durango and Ouray, Colorado, that tested overall skill, style, speed, and endurance in three distinct sport stages: mountain biking, backcountry skiing and sport climbing. Earning cumulative points across the stages determined the male and female athletes, who were declared the winners with the prize of either a two-year lease on a 2024 Tacoma, or its cash value.

The partnership with Toyota has allowed Outside to realize an original production concept that has been years in the making, says Outside SVP Head of Sales Nikki Ozmai, noting how Outside was “waiting for the perfect partner to bring UMA to life and we are so proud to have found that in Toyota.” 

With the launch of the 2024 Toyota Tacoma aligning perfectly with what the Outside audience loves most—living a bold, spontaneous, adventure-filled life—Ozmai notes that the two brands created a robust omni-channel partnership, which unfolds across three distinct chapters, engaging target consumers with an always-on interactive hub under the banner of ‘Ready for Adventure.’  

“As the champion of the mid-size pickup truck market for nearly two decades, this adventure-ready truck has been entirely reimagined for 2024,” said Kaylea Spurgin, senior media analyst, Toyota Motor North America. “Toyota’s partnership with Outside’s Ultimate Mountain Athlete highlights a competition packed with epic adventures—precisely what the 2024 Tacoma was built for.”

Going across platforms to integrate social-forward content, video, print, editorial, and custom digital content, the partnership has produced multiple levels of engaging content that puts the 2024 Toyota Tacoma at the center of the action, from social-first creators using the trucks and the UMA series featuring the Tacoma, to custom interactive widgets that allow for vehicle deep dives. 

“Toyota has been a trusted and supportive partner for years,” Ozmai adds, “this takes that partnership to a new level and we are looking forward to bringing UMA to audiences for years to come. It’s the start of something truly special.”

The first of five 22-minute episodes, co-hosted by action-sports stalwart Selema Masekela and Warren Miller Entertainment veteran Amie Engerbretson, debuts June 4 on Outside TV. Subsequent episodes go live each week in June and into the first week in July. For more information, visit outsideonline.com/UMA

Ultimate Mountain Athlete is produced with assistance from Boombox Group, San Juan Mountain Guides, Red Mountain Alpine Lodge, City of Ouray, City of Durango, Durango Mesa Park, GoPro, and Pelican. 

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Media Contact: Rachel Laux – rlaux@outsideinc.com 

About Outside Interactive Inc.    

Outside Interactive Inc. is the premier destination for outdoor inspiration, activation, and reward. Each month, Outside reaches 80 million of the most active consumers in the world across its network of 25 media, digital, and technology platforms, creating an experience for both longtime adventurers and those just getting started. Outside’s mission is to get everyone outside. Outside’s subscription offering, Outside+, bundles best-in-class storytelling, videos, gear reviews, mapping apps, online courses, discounted event access, and more to help people experience healthy, connected, and fulfilling lives. Learn more at outsideinc.com