YoPRO has teamed up with endurance athlete Turia Pitt on a new ‘Every Runner Has a Reason’ campaign. It’s been launched in anticipation of the 2025 TCS Sydney Marathon, which is set to be Australia’s first marathon major and the largest running event in the country.

The campaign features a social film that includes Turia Pitt alongside everyday runners, focusing on their personal motivations for participating in marathons. The initiative aims to highlight the diverse reasons individuals choose to undertake the challenge of marathon running. The Sydney marathon is expected to draw 50,000 runners from over 100 countries.

YoPRO is partnering with Go Fund Me to donate over $10,000 to marathoners who are close to reaching their fundraising targets. This collaboration is part of the brand’s effort to support the marathon community.

The campaign will be visible across various platforms, including social media, out-of-home (OOH) advertising, on-ground activation, product sampling, merchandise, and public relations efforts.

Pre-Marathon Expo activities will include complimentary protein products, personalized running wearables, and a talk by Turia Pitt. Additionally, the Post-Race Recovery Village will provide a recovery space featuring complimentary YoPRO products, a custom Polaroid experience, and a ‘Reasons for Running’ wall.

“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,” Pitt said. “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.”

Maire-Aude Remaut, Senior Brand Manager at YoPRO, added, “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.”

Jessica Cluff, Head of Earned Creative at Emotive, the agency behind the campaign, said the significance of the TCS Sydney Marathon means lots of brands are 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.”

YoPRO offers high-protein, low-sugar products designed to aid performance and recovery for runners.