Achieving the unthinkable for professional running

Running in South Africa was at an all-time low as a result of the COVID-19 pandemic. No Athletics South Africa (ASA) sanctioned physical events had taken place for two years. Nedbank, and their agency Levergy, created an opportunity to maintain the momentum of elite running when nothing else was happening. Not only did the event they created break barriers, it also saw Nedbank and Levergy walk away with the Virtual Event of the Year and Communications Award of the Year at the recent 2021 Hollard Sport Industry Awards.

Fully owned and executed by Nedbank, the Runified Breaking Barriers Race was a made-for-broadcast race that challenged male and female athletes to break the 50km IAU world record.

Held along Marine Drive in Nelson Mandela Bay Municipality in Gqeberha, this world-class virtual event resulted in both the male and female 50km IAU World Records being broken. A bold and brave initiative during a difficult time, the race captured the attention of the public and media alike, and told a proudly South African story.

“Levergy, alongside our partners at Nedbank, are pleased to have received these awards. We were excited to see just how well Nedbank Runified Breaking Barriers resonated with the broader sport industry and we look forward to building on the work done to take the Nedbank Running Club to even greater heights in 2022. We’d like to thank the Hollard Sport Industry Awards for this recognition and our client Nedbank for their continued trust and support,” says Jessica Porter, Senior PR Account Manager at Levergy.

The annual Hollard Sport Industry Awards showcase and reward the passion and creativity behind some of South Africa’s most iconic sporting events, and the very best work behind the business of sport. Having been handed the prestigious Agency of the Year Accolade in both 2019 and 2020, Levergy continued its strong performance at the Awards through the partnership with Nedbank and the bank’s longstanding running heritage. Producing a multi-faceted campaign which enabled the first competitive road running event in over two years to take place, the partnership succeeded in delivering the unthinkable for a running community in need.

“It’s fabulous to be able to reward and celebrate such inventiveness through these Awards,” says Heidi Brauer, Hollard’s Chief Marketing Officer. “In these challenging times, such events provide support and inspiration for South Africa’s diverse sporting communities as well as hope for, and even the anticipation of, a better future.”