‘Run to progress’: Hyundai encourages an active lifestyle and enjoyment in running across Europe

Nearly half of Europe’s population is passionate about running. According to a survey conducted by the European Commission, about 40 per cent of its citizens participate in some form of physical exercise, with running and jogging being among the most popular activities. Whether you actively run or simply share this excitement for an active lifestyle and the spirit of the sport, you might be curious to know how brands are supporting this practice in innovative ways.

Hyundai recognises that runners share their philosophy: Progress is a mindset – whether it involves challenging oneself or advancing technology to transform mobility. It is a mindset that pushes people forward, regardless of what stands in their way.

That is why the brand has decided not only to sponsor running events across Europe in the past years but also to connect with the sports community at a deeper level, moving beyond being an automotive company and assuming the role of a true teammate for these enthusiasts.

‘Run to progress’: a unified European platform

Through the ‘Run to progress’ initiative, Hyundai has consolidated national running events, primarily in France, Spain, Portugal, and Austria under a singular European platform. However, other markets, such as the Canary Islands and Turkey, have also joined this programme.

This initiative demonstrates the company’s commitment to sustainability, innovation, and “Progress for Humanity”. Running is a sport with a low environmental impact, ensuring that participants respect the environment for the benefit of all – in line with Hyundai’s commitment to sustainability. In terms of innovation, Hyundai uses modern technologies to enhance the running experience for participants by acting as a partner who motivates them to give their best. Finally, running events create immersive brand experiences, fostering a sense of community and connection that continues in the digital realm through entertainment, music, and social media.

Shared mindset: progress as a state of mind

Progress is not just about reaching the finish line but about the journey itself. This state of mind unites Hyundai with runners – facing each kilometre with unwavering determination and a refusal to give up.

Both Hyundai and runners embody this spirit of perseverance and resilience. For runners, every step and every breath are a testament to their longing to break personal records and conquer new distances.

At Hyundai, this drive manifests as constant improvement and innovation. Over the past few years, progress has been evident in the strides made in technology, design, and sustainability. From equipping its lineup with cutting-edge innovations to crafting models based on customer preferences and achieving an approximately 85 per cent electrified line-up, the company’s achievements reflect a desire to move forward.

Tech-boosted 10k

The ‘Run to progress’ platform officially debuted at the 2024 Adidas 10k in Paris. To show its role as an innovative partner for runners, Hyundai set up an interactive music arch powered by Vehicle-to-Load (V2L) technology, using the battery of the all-electric IONIQ 6. Participants selected their favourite songs via a digital form before the race, with a total of 1,200 submissions. These tunes played as they passed through the arch, providing a motivational boost during the final stretch. The top three songs were “Eye of the Tiger” by Survivor, Woodkid’s “Run Boy Run,” and “The Sound of Silence” by Disturbed.

Also at the event was a robot-operated refreshment bar for participants. Post-run, more than 300 runners and their families enjoyed this interactive experience, watching the robot autonomously prepare and serve refreshing drinks while “dancing” to the excitement of the participants.

In line with its commitment to inclusion, Hyundai, in collaboration with Thule and the Fondation Ellen Poidatz – a French nonprofit organisation that cares for children with disabilities – has taken a significant step toward accessibility in recent sporting events. At the Adidas 10k run in Paris, this partnership provided essential logistical support to create a more inclusive experience for participants. For example, ten caregivers took turns running one kilometre each with a young child from the foundation in a Thule Urban Glide 3 stroller. For this occasion, Hyundai transported them directly to the starting line in a Thule-branded Hyundai car.

Additionally, Hyundai and Thule organised a content open to all participants, offering a weekend getaway in a Kona Electric equipped with a roof tent and a bike rack as a prize. More than 1,000 people took part in the contest.

The Adidas 10k in Paris is only one of more than 200 running events throughout Europe in which the company was involved.

Running events across Europe

In Spain, running is viewed as a sport for everyone. The country’s diverse running culture includes participants ranging from young children to seniors and everyone in between. For example, Hyundai supports Spanish runner Eric Domingo in raising awareness and funds for multiple sclerosis. He is known for participating in races while pushing his wheelchair-bound mother, Silvia Roldán, for their entirety.

Another inspiring example is Ruth Beitia. Renowned for her achievements in the high jump, including earning a gold medal at the 2016 Summer Olympics, she is stepping out of her comfort zone and embracing Hyundai’s invitation to run her first marathon. Beitia currently serves as the captain of Hyundai’s Go Fit Runners Club in Spain.

Beyond her athletic prowess, Ruth is dedicated to social causes, participating in initiatives such as InRun, a race promoting the inclusion of individuals with intellectual disabilities, and the solidarity rally ‘The Children’s Desert’ in Morocco.

The running scene in Portugal is thriving, with numerous races and running clubs catering to all levels, including families with children. The company shows its support for Portugal’s running scene through its sponsorships of the country’s largest running events: the Porto Half Marathon and the Lisbon Half Marathon.

In the Portuguese capital, the #HyundaiGivesEverything campaign champions solidarity and social responsibility. This initiative promotes unity by facilitating clothing and sports shoe donations, fostering a culture of generosity within the community. By encouraging engagement in sports and wellness, the company builds a deeper connection with the communities it operates in.

Beyond sponsorships

Hyundai shows its dedication to ‘Progress for Humanity’ by connecting with local running scenes across Europe. The company leverages innovative technologies like the V2L-powered music arch and the robot-operated refreshment bar to enhance the running experience. Its fleet of battery electric and hydrogen-powered vehicles improves urban air quality for runners in Europe’s major cities. Aiming to position itself as a teammate to runners, the company strives to help runners overcome any challenges and enhance their journey.

Bringing runners in Europe together

Hyundai champions Europe’s runners, aligning its values of sustainability, innovation, and ‘Progress for Humanity’ with the running community. ‘Run to progress’ unites runners across Europe, enhancing their experience at events and opening new possibilities for the brand. FounderFF Chung Ju Yung once said: “Have you tried it yet?” The future holds infinite possibilities, and ‘Run to progress’ is set to open new and exciting doors.

Disclaimer: CO₂ and emissions data

• Electricity consumption combined for the Hyundai Kona Electric 48.4 kWh in kWh/100 km: 14.6; CO₂ emissions combined in g/km: 0 (WLTP)
• Electricity consumption combined for the Hyundai Kona Electric 65.4 kWh in kWh/100 km: 14.7 - 16.6; CO₂ emissions combined in g/km: 0 (WLTP)
• Electricity consumption combined for the Hyundai IONIQ 6 53 kWh with 2WD in kWh/100 km: 13.9; CO₂ emissions combined in g/km: 0 (WLTP)
• Electricity consumption combined for the Hyundai IONIQ 6 77.4 kWh (18” alloy rims) with 2WD in kWh/100 km: 14.3; CO₂ emissions combined in g/km: 0 (WLTP)
• Electricity consumption combined for the Hyundai IONIQ 6 77.4 kWh (20” alloy rims) with 2WD in kWh/100 km: 16.0; CO₂ emissions combined in g/km: 0 (WLTP)
• Electricity consumption combined for the Hyundai IONIQ 6 77.4 kWh (18” alloy rims) with 4WD in kWh/100 km: 15.1; CO₂ emissions combined in g/km: 0 (WLTP)
• Electricity consumption combined for the Hyundai IONIQ 6 77.4 kWh (20” alloy rims) with 4WD in kWh/100 km: 16.9; CO₂ emissions combined in g/km: 0 (WLTP)