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Press Releases

Ultra Race of Champions and Lensbaby Partner to Capture Stunning Race Images

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Auburn, CA – June 30, 2016- The Ultra Race of Champions (UROC), a 100 kilometers trail race based in Auburn, California, strives to create the Superbowl for the sport of ultra distance running. In order to capture and share stunning images from the event with the World, UROC has partnered with Lensbaby, a leader in the photography industry that makes award-winning creative effects lenses, optics and accessories.

Selected runners, including UROC’s Ambassadors Ken Michal and Catra Corbett, will use Lensbaby lenses on their mobile devices to capture images of their training leading up to the race. During the race, photographers and race staff will use Lensbaby lenses to capture the race excitement and stunning setting. The lenses used will include Lensbaby Deluxe Creative Mobile Lens Kit and the soon-to-be-launched Lensbaby Circular 180+ for use on the GoPro Hero®. “I am very excited about this partnership” says Dr. Francesca Conte, President of Bad to the Bone, the company behind the Ultra Race of Champions. “Lensbaby will allow us to capture stunning images of the unique race location and course and to cover the event like never before. The soul of a race begins with its images and, thanks to Lensbaby, the public will be able to virtually participate in the event through the images on social media”.

“Images are very important” say James Russell Gill III, Bad to the Bone Sport’s CEO and UROC founder. “The sport of ultra distance running has exploded in the last few years thanks to, in part, the beautiful images of the locations and race courses. Nothing motivates trail runners more than unique images of trails, mountains or extraordinary settings. UROC takes place in the foothills of the Sierra Mountains and along the American River. Thanks to Lensbaby, we’ll be able to showcase this unique environment and share it on social media.”

“The use of our lenses throughout this event will allow these active lifestyle enthusiasts to discover their race journey in a unique way,” said Ken Mitchell, Lensbaby General Manager. “We’re really looking forward to seeing how the UROC team uses our lenses to creatively tell the story of this year’s Ultra Race of Champions.”

UROC will take place on September 24th, 2016 in Auburn, California and will offer three options for runners, the 100K, 50K and a 25K. With a mixed terrain course, designed to challenge everyone but favor no one single athlete, UROC brings together the best long distance runners in the world, while remaining open to everyone. As a part of its mission to create the Championship for the sport and support the athletes, UROC offers a $21,500 cash purse. Runners can follow UROC on social media on Facebook and Twitter (@UROCUltraRace). Registration is now open at For more information, please contact Dr. Francesca Conte at (434) 218-0402 or

About Lensbaby

For over a decade, photographers have relied on Portland, Oregon based Lensbaby to help them break free of routine, tinker, and open themselves up to unexpected results – dancing, playing and delighting in what’s possible with a creative lens and their imagination. Lensbaby makes award-winning creative effects lenses, optics and accessories that follow this philosophy, including the Velvet 56, a versatile portrait and macro lens; their unique Optic Swap System, which lets photographers swap their optic and tilt their lens for limitless effects; and mobile lenses that transform everyday smartphone photography. Lensbaby products are sold and distributed worldwide. For more information, visit

About the Ultra Race of Champions

The mission of the Ultra Race of Champions is to create the Championship for the sport of ultra distance running. Elite runners are invited based on the recommendation of the Ultra Race of Champions Elite Advisory Council and their performances at key events in the sport all over the world. The UROC Elite Advisory Council includes some of the best ultra runners from around the World: Geoff Roes, Dave Mackey, Michael Wardian, Devon Yanko, Ian Sharman and Anna Frost. Best of the Best, One Course, One Day. For more information, visit or find it on social media on Facebook at “Ultra Race of Champions” or on Twitter #UROCUltraRace, #BeAChampion.

About Bad to the Bone Sports

By directing premiere road and trail events all over the United States, Bad to the Bone Endurance Sports strives to motivate runners of all backgrounds to challenge themselves. For over 13 years, Bad to the Bone Endurance Sports events have reflected owners James Russell Gill III and Dr. Francesca Conte decades-long knowledge and passion for running.

About Auburn, California

The City of Auburn is considered one of the best places to live in Northern California and the “Endurance Capital of the World”. It’s bordered by the beautiful American River Canyon and nestled in the western foothills of the Sierra Nevada Mountains. Located at the crossroads of I-80 and historic Highway 49, Auburn is the county seat of Placer County. The City encompasses approximately 7.5 square miles and has a population of 12,800. Situated at elevations between 1,000 and 1,400 feet, the surroundings offer an awesome seasonal change. Thanks to its spectacular network of trails by and near the American River, Auburn is home to many endurance events every year.