As Sydney prepares to host Australia’s first marathon major, the 2025 TCS Sydney Marathon presented by ASICS, Official Event Partner YoPRO has launched Every Runner Has a Reason, a campaign delivered via Emotive with endurance athlete Turia Pitt.
The campaign highlights the personal motivations behind marathon participation, which is set to take place on Sunday 31 August, with 50,000 runners from more than 100 countries taking part.
Pitt features in the social film alongside everyday runners sharing reasons such as marking personal milestones, supporting causes, building mental strength and overcoming challenges.
Pitt said: “Most marathon runners aren’t chasing a podium – they’re running for a reason. 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 also partner with GoFundMe to contribute over $10,000 to fundraising efforts of runners close to reaching their targets.
Jessica Cluff, Head of Earned Creative, Emotive said, “The TCS Sydney Marathon is an incredible event – which means lots of brands looking to activate around it. 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.”
At the Pre-Marathon Expo, YoPRO will offer free protein products, personalised running wearables featuring participants’ reasons for running, and a stage talk by Pitt.
Maire-Aude Remaut, Senior Brand Manager, YoPRO said, “Every runner’s reason is unique and worth celebrating. 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.”
Post-race, the YoPRO Recovery Village will provide complimentary products, a Polaroid photo station, and a “Reasons for Running” wall for participants to share their stories.
The campaign spans social, outdoor, on-ground activations, product sampling, merchandise, and PR.
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