News
ITALY – HYUNDAI ITALIA AND INNOCEAN ITALY CHOOSE FREE EVENT FOR “RUN TO PROGRESS,” A BRAND EXPERIENCE PROJECT DEDICATED TO RUNNING AND WELL-BEING
The initiative, focused on running and well-being, involved over 20,000 runners. The experience stood out for its tech-driven stand at the Expo Village with baropodometric consultations, an immersive “BOOST” installation at the 30 km mark delivering personalized messages, and the race opening led by a fleet of 100% electric Hyundai vehicles.
Hyundai Italia, together with Innocean Italy, selected FREE EVENT—an event and entertainment agency with offices in Milan, London, and Faenza—to deliver “Run to Progress,” a brand experience project dedicated to the world of running and wellness.
The format premiered during the 39th edition of the Wizz Air Venice Marathon, held on Sunday, 26 October 2025, which welcomed more than 20,000 runners across the 42K, 21K, and 10K distances, with over 40% international participation.
A STORY OF ENERGY, INNOVATION, AND SUSTAINABLE MOBILITY
From the days leading up to the race at the Expo Village, Hyundai engaged athletes and visitors through an experiential stand that merged technology and science: interactive photo opportunities and expert-led baropodometric consultations offered runners tangible tools to improve their performance.
Along the marathon route, at the 30 km mark, participants experienced an emotionally impactful moment thanks to an immersive audio-video installation and a “BOOST” button which, once pressed, triggered a powerful combination of sound and video content.
At the same point, each athlete received a personalized motivational message recorded beforehand by friends or family members—an experience designed to transform fatigue into positive energy.
Adding to the iconic atmosphere, Hyundai’s fleet—featuring 100% electric vehicles including the IONIQ 5 N and INSTER Cross—officially opened the race, leading the city’s traffic flow and accompanying athletes along the Venetian course.
At the finish line, a mirrored photo booth welcomed runners, giving them the chance to capture a commemorative picture and instantly view their official race time, celebrating their achievement in an emotionally charged setting.
“‘Run to Progress’ perfectly embodies Hyundai’s spirit: combining innovation, energy, and design to create experiences that inspire people,” said Matteo Montibeller, Head of Marketing & Communication at Hyundai Motor Company Italy S.r.l. “Running is a universal language that inspires progress—understood as the constant improvement of oneself and society—by choosing each day the next step forward.”
“We are proud to accompany Hyundai on a journey that blends sport, emotion, and technology,” said Andrea Camporesi, CEO of FREE EVENT. “Our mission is to create experiential formats that foster authentic and memorable connections. Run to Progress is the most concrete expression of this vision.”
NEXT STOPS
Following the Venice event, Run to Progress will continue in 2025 with the Verona Run Marathon and Milano21, bringing Hyundai’s energy, creativity, and values across Italy on a journey defined by movement and innovation.