With endurance athlete Turia Pitt.
YoPRO is collaborating with endurance athlete Turia Pitt to launch its campaign Every Runner Has a Reason via Emotive.
The campaign is a collaboration with ASICS for its 2025 TCS Sydney Marathon, where 50,000 runners from more than 100 countries are set to hit the streets on August 31.
“Most marathon runners aren’t chasing a podium - they’re running for a reason,” Pitt said.
“Every early alarm, sore muscle, and step to overcome self-doubt is part of something bigger.
“And as the weeks of training wear on, remembering that reason is as important as the right fuel.
“I am so excited to be leading this partnership and I hope it inspires more runners to find their own reasons and experience the joy of running.”
YoPRO will team up with Go Fund Me to give more than $10,000 to the fundraising drives of marathoners who are just shy of their target.
“The TCS Sydney Marathon is an incredible event - which means lots of brands looking to activate around it,” said Emotive head of earned creative Jessica Cluff.
“To stand out, we had to anchor our campaign in a core runner's truth: that every runner has a reason for running the marathon.
“With that emotional hook established, we were able to position YoPRO as the nutritional partner to fuel every runners’ purpose.”
The integrated campaign is live across paid, owned, and earned channels, including social, OOH, on-ground activation, product sampling, merchandise and PR.
“Every runner’s reason is unique and worth celebrating,” said YoPRO senior brand manager Maire-Aude Remaut.
“Turia’s story is one of redefining personal limits - her determination not only as a marathon runner but to inspire others is exactly what Every Runner Has a Reason is all about.
“Through this campaign, we’re proud to feed runners’ progress and reaffirm YoPRO’s commitment to supporting athletes and active lifestyles.”
Credits
Danone
Head of Marketing: Xavier Gonzalez
Senior Brand Manager: Marie-Aude Remaut
Brand Manager: Astrid Lefort
Emotive
CEO: Simon Joyce
COO: Ben Keep
Executive Strategy Partner: Sebastian Revell
Group Creative Director: Darren Wright
Senior Creative Director: Paul Sharp
Creative Director: Kat Topp
Head of Earned: Jessica Cluff
Head of PR: Hannah Devereux
Business Director: Liam Walker
Head of Partnerships: Michelle Lomas
Social & Cultural Strategist: Sarah Rosedale
Head of Design: Daniel Mortensen
Senior Designer: Eunice Nie
Production: Emotive Productions
Head of Production: Hayley-Ritz Pelling
Senior Producer Film & OOH: Cate Hartmann
Senior Producer OOH: Sophia Delimihalis
Director: Rory Pearson
DOP: Matt Maule
Editors: Sam Gadsden, Tim Chivers
Photographer: James Evans
Retouching: Mark Sterne
Sound design: Electric Sheep
