29029 Everesting
29029 Everesting is, without question, one of the most inspiring brands we’ve had the honor to work with. Their concept is bold: luxury basecamp meets ultra-endurance. Participants get 36 hours to hike a mountain—again and again—until they’ve climbed 29,029 vertical feet, the exact height of Mount Everest.
It’s not just a physical feat. It’s a transformative experience that’s drawn the attention of elite athletes, celebrity participants, and major media like Outside Magazine. Recently, 29029 was acquired by iFIT, the parent company behind NordicTrack®, ProForm®, and the iFIT fitness app—a clear sign the world is watching.
The Gear Has to Match the Mission
For an event that pushes people to their edge, generic swag won’t cut it. From the very beginning, the founders of 29029 built a brand that went far beyond a race—it’s about grit, camaraderie, and identity. The apparel had to reflect that.
“29029 was curated from day one to be about community and a brand that far exceeded an endurance challenge,” says Marc Hodulich, CEO and Co-Founder. “Peer recognition—read: status signaling—within the confines of 29029 has been a pillar since the first ascent.”
Apparel isn’t just a souvenir. It’s part of the climb. Custom pieces are used to motivate participants mid-ascent—visual goals that symbolize progress and perseverance. The coveted red logo? Only available at the event. And the red hat? You don’t buy it. You earn it—after hiking every one of those 29,029 feet.
It’s a strategy that’s turned hikers into die-hard fans. One participant, Chuck, even tattooed the 29029 logo on his bicep. That’s the level of brand loyalty we’re talking about.
From Chaos to Clarity
Before partnering with Tokalon, the 29029 team was juggling too many apparel vendors, each with their own processes, fits, and pricing models. The result was inconsistent quality and a fragmented brand experience.
They knew they wanted more than co-branded gear. They wanted a fully private-label apparel program—one that reflected the brand’s identity from top to tag. But managing it all internally was eating up time and resources.
Enter Tokalon
Thankfully, the Google algorithm delivered. After discovering Tokalon through search, the 29029 team reached out—and we hit the ground running.
We started with samples to ensure our quality and fit matched their standards. Once we got the green light, we collaborated on a curated collection, from garment styles to decoration techniques and trim details. Then we brought it all to life with 3D mockups, pricing, and a clear production timeline.
From there, our team handled the entire process: cutting, sewing, printing, tagging, bagging, and shipping—everything but the red bow.
More Time for the Mountain
What once required a dedicated staff now takes just the occasional check-in call. The 29029 team can focus on what they do best: creating one of the most powerful endurance experiences on the planet.
“We now have one point of contact that manages everything for us—including design—with really high quality and transparent pricing,” says Hayley Ahuja, project manager at 29029.
Best of all? “We get so many compliments on our apparel from attendees,” she adds. “Even our new board members at iFIT love it.”
Want to Learn More?
If you’re curious about what it’s like to hike the height of Everest, check out Outside Magazine’s firsthand account: Jesse Itzler’s Everest-Sized Hike Will Change Your Life.
And don’t forget to visit 29029everesting.com to explore their shop. Just remember—the red logo gear isn’t for sale. You’ve got to earn it. 😉
