A conversation at The International Running Expo helped Paul Waye find the support for an extraordinary adventure: 40 ultras in 40 days, wearing a banana suit and picking up litter along the way. We caught up with Paul to hear how meeting Mount to Coast at IRX led to a collaboration, why face-to-face connections matter and what’s bringing him back this November.
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You attended The International Running Expo last year. What made you decide to come along?
Really it came down to having major brands under one roof in a networking situation. I have long loved scanning YouTube for video on the other running expos around the world, so having this come to Amsterdam was just too exciting!
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What was your experience like at IRX?
Brilliant! I could really speak to brands at a level I never had before. I took part in a few of the event's activities and loved those as well. The evening bash was sooo much fun too. As a visitor I never had a moment of down time.
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Did you go to IRX with the intention of finding brand collaborations?
Absolutely! For me I treated it as a chance to find potential sponsors for my work. Being able to talk to the right person directly was incredible. It gives them and me an immediate moment to see if the partnership is a good fit; that can only benefit both parties.
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Did any of those conversations turn into opportunities after the show?
Yes! I had a heap of business cards that I could contact about my big 2026 adventure (40 ultras in 40 days, running and picking up trash). Some of this turned into getting equipment for the adventure: Versus, Body Glide and I actually DryMax socks on the rainy days that I picked up at the event.
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One of the biggest collaborations to come from IRX was with Mount to Coast. How did that come about?
I went to the expo specifically intending to chat with them. I felt like they would be a great fit for my big adventure. I got to try their shoes on during one of the event runs and picked up contact details there. A few months later once my project plans were finalised I contacted them. They remembered me and we had a couple of great calls. They became the shoe provider for the adventure and I ran all 2026km on just two pairs of their shoes. This would not have happened without the conversations we had at IRX last year.
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You then went on to run 40 ultras in 40 days in a banana suit, picking up litter along the way, wearing Mount to Coast shoes. How did that idea come together?
Just through networking. I knew about the brand beforehand and felt they were a great match for this adventure. But I had never used their shoes before, so through IRX I was able to take home a pair. This gave me confidence that it was a brand I would be proud to represent on this adventure. If I work with a running brand I need to know that we will be a good fit together. IRX was the starting point for the collab.
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What do you think made that collaboration work so well?
For me a collaboration is a partnership. It needs both parties to benefit. Sending a brand an email and getting some gear is great, but that's a missed opportunity for something bigger. When you can directly interact in a face-to-face setting, you can ignite a much bigger impact together. For me, that is super important; I am not just an athlete, I am trying to make an environmental impact. If we can maximise the collab then that impact is greater.
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What would you say to athletes and influencers who aren't sure yet if they're going to attend IRX this November?
DO IT! For me, as an athlete/influencer, it was the most important event I attended last year. Period. Getting to speak to the right person is so important. A collaboration with a brand is great, but partnerships are better and the best was to create those, starts best with a "Hi!". I am already excited to chat with the exhibitors this year and see if any new partnerships emerge - I have a lot of fun and impactful plans for 2027!
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Why do you think IRX is particularly useful as an industry event?
Networking. As an athlete/influencer, it is hard to get to the right person. As a brand it is hard to find the right athletes/influencers. Often it comes down to luck and chance. This improves those odds for both parties.
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If you could give one reason for athletes and influencers to attend IRX this November, what would it be?
I will be there! Hahahaha! Okay, that's a silly answer, but it contains a real reason. You don't just meet brands, you meet retailers and event organisers (I ran the Bijlmer Run this year because I bumped into one of the organisers at IRX!) and you meet friends and fellow athletes/influencers. It is the place to meet. It is a place to connect. So if you see the banana guy walking around come and say hi!