Yopro and Turia Pitt release ‘Every Runner Has a Reason’ campaign ahead of 2025 TCS Sydney Marathon
With Emotive’s help, Yopro and athlete Turia Pitt have collaborated on a campaign highlighting the reasons for why people participate in marathons.
The announcement:
On Sunday 31st August, Sydney will host Australia’s first ever marathon major and largest ever running event, the 2025 TCS Sydney Marathon presented by ASICS, with 50,000 runners from more than 100 countries set to hit the streets.
In the lead-up to the race, official event partner YoPRO has teamed up with renowned endurance athlete Turia Pitt to launch Every Runner Has a Reason, a campaign celebrating the personal motivations that get people lacing up for marathons. Kicking off with a highly emotional social film starring Turia alongside everyday runners who are taking on the marathon, it captures reasons ranging from personal milestones to supporting a cause, building mental strength, and overcoming life’s challenges – the drivers that keep runners going when body and mind start to tire.
Turia Pitt says: “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.”
For those marathon runners supporting a cause, YoPRO will team up with GoFundMe to give over $10,000 to the fundraising drives of marathoners who are just shy of their target, coming in for the final stretch to make their “why” possible.
And while remembering your reason is what keeps you moving, the right nutrition helps you get there. That’s where YoPRO comes in. With high-protein, low-sugar products designed to support performance and recovery, YoPRO is backing runners every step of the way to help them reach their goals.
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.”
Bringing the campaign to life at the Sydney Marathon with complimentary YoPRO and personalised merch:
Pre-Marathon Expo: YoPRO will fuel runners with complimentary protein hits, offer personalised running wearables printed with their reason for running, and host an inspirational centre-stage talk by Turia Pitt.
Post-Race Recovery Village: Runners can enjoy YoPRO’s dedicated recovery space, including complimentary YoPRO pouches – a high natural protein product with zero added sugar that supports muscles and reduces fatigue. Runners can also capture their achievement with a custom Polaroid experience and share their motivations on the Reasons for Running wall and across social media.
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.”
The integrated campaign, delivered end-to-end via Emotive, comes to life across paid, owned, and earned channels, including social, OOH, on-ground activation, product sampling, merchandise, and PR.
Credits
Danone
Head of Marketing: Xavier Gonzalez
Senior Brand Manager: Marie-Aude Remaut
Brand Manager: Astrid LefortEmotive
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 NieProduction: 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
Source: Emotive
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