How Russ Cook Ran 16,000 km Across Africa

Russ Cook, known as the “Hardest Geezer,” has just completed an astounding challenge – running the entire length of Africa, covering an incredible 16,000 km across the continent. This endurance feat, dubbed “Project Africa,” has captivated the running community and beyond.


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A post shared by Russ Cook (@hardestgeezer)

The Power of Strategic Brand Partnerships

What made this achievement even more remarkable was the support Russ received from strategic brand partnerships. Huel, the nutritional brand, came on board as a sponsor, providing the essential fuel and recovery products Russ needed to power through the gruelling run. “Huel was a game-changer for me,” Russ said. “Their plant-based nutrition kept me going, even in the toughest conditions.

The Importance of Reliable Gear

Equally important were the shoes Russ wore, supplied by the iconic running brand Hoka. “The Hoka shoes were a lifesaver,” he explained. “They provided the cushioning and support I needed to tackle the diverse terrains of Africa, from scorching deserts to rugged mountain paths.”

Russ wearing Hoka

Russ wearing Hoka

Partnership with Perfect Ted

Russ Cook’s remarkable 16,000 km run across Africa was further bolstered by a partnership with the energy drink brand PerfectTed. As Russ pushed his body to the limits during the journey, PerfectTed stepped in as the “official energy sponsor” to provide the essential fuel and hydration he needed to power through. According to reports, Russ consumed over 300 cans of PerfectTed during his run, relying on the brand’s products to keep him energised and focused even in the most challenging conditions. The PerfectTed team also worked closely with Russ’ support crew, coordinating care packages and rescue missions when Russ faced unexpected obstacles, like being stranded in the rainforest. This collaborative effort between Russ and the PerfectTed brand played a crucial role in enabling him to achieve this remarkable feat of endurance and push the boundaries of human capability.

Russ alongside Perfect Ted

The Synergy of Collaboration

The synergy between Russ, Huel, Hoka, and Perfect Ted created a powerful team that enabled this remarkable feat. “Without their support, I don’t think I would have been able to accomplish this challenge,” Russ acknowledged. “They were essential partners in making my dream of running across Africa a reality.”

The Represent 24/7 Connection

In addition to the partnerships with Huel, Hoka, and Perfect Ted, Russ also collaborated with the streetwear brand Represent, which provided him with apparel and gear to wear during his grueling journey. “Represent’s 24/7 collection was perfect for the demands of my run across Africa,” Russ explained. “The moisture-wicking fabrics and durable construction kept me comfortable and protected, even in the harshest conditions.” The Represent brand’s commitment to supporting athletes and adventurers like Russ further strengthened the network of support that enabled him to achieve this remarkable feat.

Russ wearing 247 Represent collaboration

Russ wearing 247 collection by Represent

Social Media Exposure

To fund his journey across Africa, Russ Cook has been relying on sponsorship and social media exposure. By documenting his progress on platforms like Instagram, YouTube, and his blog, Cook has been able to build a substantial online following of over 324,000 followers on Instagram alone. Russ Cook leverages his massive social media presence to attract sponsorships through his personal brand. He resonates with his audience and earns praise for his honesty by candidly sharing challenges, including visa issues and robberies. This authentic approach secures him a loyal following and the necessary funding to continue his record-breaking African run.



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