Many of us wonder what Hi-Tec is like in other countries and how the brand comes together in so many different contexts and cultures. The world of Hi-Tec is immense if you think about it. I'm from Argentina, and have been working at Hi-Tec for a year now and would like to give you a little insight of what Hi-Tec is about in Argentina.
What makes Hi-Tec strong there is the Outdoor category. The reason for it is the existence of a big outdoor culture, and because there are so many places to go hiking and walking, the brand constantly strives to relate the products with the outdoor world. To achieve that direct relation between Hi-Tec and the Outdoors, Hi-Tec Argentina organizes Adventure Races known as "Hi-Tec Series", bringing the brand closer and known to everyone.
Every year, the Series attract hundreds of people. There are around two or three events each year, and each includes different scenarios and challenges. One involves cross country across rural areas, mud and open trails, along the riverside. Whereas the other one is much more challenging, including snow and mountainous steep trails, both with stunning views.
It’s great to see the brand growing and exploiting the adventure market to its fullest. We expect these events to grow with time as the number of people who participate grows exponentially every year.
Veronica Vieytes
Global Marketing Assistant
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