Athens Authentic Marathon is the major running event in Greece and, each year, thousands of runners from all over the world visit our country to participate in the historic route of the 42km, but also in the two races of the 10km & 5km.  

This running event is a key moment for adidas & adidas Runners Athens community as runners of all levels go beyond their limits & bring out their best running performance.

For this reason, The Magic Bus created & took over the handling of two AR Athens Upskilling groups, in order to encourage the growth of two sub-communities within the adidas Runners Athens team: women & youth.  

By recruiting runners who want to go a step further & break their barriers, we created two separate programs during which selected runners benefited from a holistic guidance & support from AR Athens expert coaching team.  

The two Upskilling programs were:  

  • GEN Z RUNS 10K, which included 9 youth runners to run the 10K race 
  • SHE RUNS 42, which included 5 female runners to run the 42K race 

Aiming at a holistic approach & preparation for the races of the Athens Authentic Marathon 2022, we organized a series of premium services, such as personalized training plans, dedicated running & strength sessions, 1 to 1 recovery & mindset sessions and we also provided all participants of the two groups with exclusive adidas gear, in order to excel in their race.  

During the preparation period, shootings were conducted in order to create content for digital use. The photo & video content was shared with all participants who communicated their unique experience through their So.Me. & raised awareness on the AR community. Watch the SHE RUNS 42 video here.

All 14 participants of the two groups passed the finish line with smiles on their faces & took a step over their limits, by successfully achieving their goal!