LAUNCHING A NEW ERA OF TRIATHLON
from elite competition to regional community movement
The T100 Triathlon World Tour was launched as a new global endurance racing series in 2024, bringing together the world’s top triathletes across iconic international destinations. Dubai was selected to host the inaugural World Championship Final - positioning the city, and the region, at the centre of a major new chapter for the sport.
F31 was appointed to lead PR, media relations and influencer engagement for the landmark event, with a remit extending beyond traditional race promotion. The challenge was to establish awareness and credibility for a brand-new global series, build local and international excitement around the finale, and ensure the event resonated not only with elite endurance audiences, but with the wider regional endurance sports community.
F31 delivered a multi-layered communications strategy designed to elevate the public presence of both the T100 series and its debut championship finale. This included targeted PR campaigns, media relations, press conference coordination, curated influencer partnerships, and grassroots outreach programmes spanning schools, fitness groups, and local communities.
Our approach focused on extending the impact of the event beyond the professional race field - positioning T100 as not just an elite sporting spectacle, but a broader cultural and community moment within the city.
In the final days before race weekend, F31 was also brought in to support last-minute ticket sales for The Music Run - a parallel 5km fun run and music festival hosted as part of the wider T100 event experience. Through rapid-turnaround digital promotion, targeted influencer outreach, and on-ground content capture, F31 helped drive more than 5,000 participants to the event.
The result: Global visibility, high community engagement, and a successful launch of the T100 season finale - extending impact from elite sport into mass participation and culture.
