YueZou Culture Partnership

The Western States Endurance Run (WSER) and YueZou Culture have entered into an exclusive media licensing agreement for the Chinese-speaking region, marking a new step in bringing one of the world’s most iconic trail and ultrarunning events closer to Chinese runners and trail running communities.

WSER is one of the most historic and influential 100-mile trail races in the world. With its deep heritage, challenging course, and strong community spirit, the event continues to inspire trail and ultrarunning communities globally.

YueZou Culture is a Shanghai-based running and outdoor sports media company with a strong presence in China’s running community. Through its media matrix, including NuclearKitty, Superpace, and NuclearKitty On Site, YueZou Culture creates race coverage, athlete storytelling, branded content, on-site event coverage, and community-driven sports content for runners, brands, races, and outdoor sports audiences.

Through this partnership, YueZou Culture will serve as WSER’s official and exclusive licensed media partner in the Chinese-speaking region, supporting live broadcast distribution, race promotion, Chinese-language content, and localized storytelling around WSER.

As part of the agreement, YueZou Culture will help bring WSER race coverage, live broadcast content, athlete stories, race updates, and event-related features to Chinese audiences across major digital and social media platforms. The partnership will allow more Chinese runners and fans to follow the race, understand its history and culture, and connect with the spirit of WSER in a more accessible way.

This partnership reflects a shared goal of connecting WSER with more runners around the world, while strengthening communication between WSER and the fast-growing trail running community in China.