Full brand sovereignty instead of interchangeable challenges

Digital sporting events and GPS-based challenges are powerful marketing tools—when the brand takes center stage. But this is precisely where many formats fall short: they take place on third-party platforms (e.g., Strava, viRACE), follow predetermined designs, and leave little room for an independent brand world.

LaceUp solves precisely this problem. As a white-label event platform for GPS-based sporting events, LaceUp offers companies, events, and destinations complete control over branding, storytelling, and data—from registration to rankings.

The brand at the center—not the platform

The key difference to classic Strava challenges lies in brand sovereignty. While viRACE challenges always have the same look and feel, LaceUp enables you to host a digital sporting event that is completely in line with your brand's CI.

Specifically, this means:

• Branded login portal with your logo and imagery
• Rankings, badges, and status levels in corporate design
• Automated emails and content with the right tone
• Integration directly on your own website (SEO/GEO-relevant)

It is clear to participants:
They are participating in your campaign—not in a platform challenge.

White-label solution for brands, events, and destinations

LaceUp is not a traditional event platform, but rather a technical infrastructure in the background. All communication runs through your channels, your domain, and your content.

This makes LaceUp particularly suitable for:

• Brand activations in the sports and outdoor sector
• Digital sporting events with long-term campaign logic
• Tourism regions with GPS-based experiences
• Hybrid events as a supplement to existing events

Why LaceUp is the perfect alternative to viRACE challenges

Many companies start with third-party platforms because they are easy to get started with. However, limitations quickly become apparent:

With LaceUp, an isolated challenge becomes a brand-driven marketing campaign that can last for weeks or months.

A complete campaign – not just an event

A LaceUp event is not a single touchpoint. It is an integrated campaign in which your brand is present at every moment:

• upon registration
• when reaching checkpoints or achieving best times
• for badges, rewards, and status levels
• at the end of the season or event

LaceUp handles GPS evaluation, fairness, and automation in the background.
The stage belongs to your brand.

White-label sporting events with genuine marketing added value

Those who use digital sporting events strategically need more than just reach. They need brand loyalty, recognition, and measurable impact.

LaceUp provides the technological basis for this—as a white-label event platform for GPS-based sporting events.
No third-party branding on the platform. No dependencies. No compromises.

Your brand is the sender.
LaceUp is the means to an end.

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