In the European and American trail-running world, the Salomon International team is at the very forefront, scoring 60 race wins last year.
But when six Salomon runners line up for today's Vibram Tarawera Ultra Marathon, the team will be out to have a great time, not just to race hard.
"We're in New Zealand for two weeks to film an episode of Salomon Running TV, with the Ultra as a highlight of the trip," European-based Kiwi Anna Frost said.
Frost recently placed third in El Cruce de los Andes, in South America. Last year she won the Trans-Vulcania (Canary Islands) and The Speedgoat (United States), and was second at Cavalls del Vent (Spain).
"Salomon International has a fantastic team atmosphere. It's a reflection of trail running as a sport. We're out to do as well as we can, but most of all, we're out to enjoy the experience," Frost said.
The marathon offers 100km, 85km and 60km options in stunning terrain between Rotorua and Kawerau.
Part of the event will be rerouted because of the drought conditions, but with a full field at more than 400, it won't dry up the buzz.
Frost's team mates running today are all elites. Emelie Forsberg of Sweden is new to the international scene, but last year she was the multi-nation Sky-Running series short distance champion.
Candice Burt of the US has just joined the Salomon team and no doubt will be keen to mark her place.
Salomon's men include Mick Donges of Sydney, last year's winner, and Frenchman Francois d'Haene, who had an amazing 2012 season, winning the UTMB (France), the Ice Trail (France) and The HK Trailwalker 100 (Hong Kong).
Like Frost, he's just back from South America where he finished second at El Cruce de los Andes. Also on the team is Rickey Gates, of the US, won last year's Speedgoat.
Salomon International strengthens the global interest in the this year's Ultra Marathon, but the team won't have it easy. There's an outstanding field, as the race steps up to become one of the world's major trail running events.
Elite athletes vying for top spot include New Zealanders Ruby Muir and Dawn Tuffery, and in the men's race Vajin Armstrong. Other top world runners include Tim Olsen.
"It's an amazing sport. When the Salomon team travels to races, runners from other teams often come to join in the fun, just to spend good times together," Frost said.
"Sharing our passion for trail running is where it all starts."