Extreme Athletes Battle Snowstorms in Vincent Defrasne's Brutal Alpine Challenge
A new extreme sports challenge, Who Wants to Beat the Legends?, has taken place in the Haut-Doubs highlands, organised by former Olympic biathlete Vincent Defrasne. The event, which marks the first edition under his outdoor apparel brand, Ayaq, pushed athletes through harsh conditions, from heavy snowstorms to high-altitude navigation. Meanwhile, Defrasne also made headlines for donating 200 down jackets to Moroccan orphans displaced by last year's earthquake.
The challenge tested athletes with extreme conditions, including heavy snow, high winds, and unmarked trails, requiring them to rely on GPS and compasses for navigation. They had to ski or bike up to 50 km while managing shooting stages under fatigue. Bivouacs in remote areas required full self-sufficiency, with no rescue services available.
Vincent Defrasne launched Ayaq in 2021, basing the company in Les Grangettes, a small village of 323 people. The brand specialises in European-made outdoor clothing, including jackets, shorts, and merino wool layers. Its products are now sold in over 150 retailers across multiple countries.
Ayaq has also outfitted professional groups like the International Ski School, the Paralympic ski team, and Chamonix mountaineering guides. Recently, the company secured €5 million in funding to support further expansion. South African explorer Mike Horn joined as Chief Development Officer and shareholder, bringing experience from collaborations with brands like Eider and Lafuma.
Elsewhere, extreme diver Jérémy Pellerin prepared for a 35-metre acrobatic leap into Lake Saint-Point. Above him, a hot-air balloon hovered over the Jura Mountains, adding to the event's dramatic setting.
Ayaq's extreme sports challenge has drawn attention to both athletic endurance and the brand's growing influence. With recent funding, high-profile partnerships, and humanitarian efforts, the company is expanding its reach. The event also highlighted the physical and logistical demands of high-altitude competition in unpredictable conditions.
