Run has been incredibly proud to support ParalympicsGB in launching their ParalympicsGB Athlete Community, with the intention of reuniting every athlete who has competed at a Paralympic Games for Great Britain & Northern Ireland since the inaugural competition in 1960.

We believe this will be a hugely important and necessary action in recognising the incredible contribution of every athlete – the pioneers who have paved a way for our current athletes, as true champions for the paralympic movement. 

The power of Paralympic sport was as clear as ever in 2024. Remarkable success and consistency in competition is the perfect halo to the wider value and significance of the growing recognition of para sport.

ParalympicsGB placing second in the medal table for a third consecutive Games, with more than half of the 215 athletes in the team reaching the podium – with the support of the nation behind them, our amazing athletes are empowered to achieve their best and continue to inspire those at a grassroots level to live more active lives.

Run continue to work closely with ParalympicsGB to share the opportunity of the athlete community through earned media and social content. To launch the iniative to the world, we delivered a media call at ParalympicsGB HQ – with representation from across the decades of Paralympic history.

 

Our gratitude to Baroness Tanni Grey-Thompson, Mike Brace, Jayant Mistry, Kelly Gallagher Bruce Dee, Peter McGuire, Clare Cunningham, and Dave Clarke OBE for sharing your experiences together, and helping us to make the call for former athletes, and their friends and family, to come forward.

Run delivered a poignant launch moment with coverage across The Guardian, BBC Sportsday, Channel5, The Mirror, and ITV News coverage across every region in England.

This was supported with an inspiring launch video used to educate new audiences about the creation of the community – filmed, edited and delivered with immediate turnaround from the morning of the launch event. Our digital team then worked closely with ParalympicsGB to create a fully accessible audio description version of this asset.

 

Alongside the Paralympic movement, the athlete community will continue to grow and evolve, always underpinned by a commitment to honour and celebrate all those who have come before and made it all possible. Throughout the campaign, Run also created further social content to deliver regular calls to action from our remarkable Paralympic athletes.

The nation then turned their attention to the Paralympic Games, after the captivating introduction of the Olympics. In the build-up to Paris, Run supported the flame-lighting event with digital and media support – the ceremony a timely reminder of the history and prestige of the Paralympics. BBC Breakfast, 5Live, Sky News, and BBC World Service covered the event to mark another significant opportunity for a game-changing sporting moment, as ParalympicsGB continue to affirm the wider value and importance of para sport.

 

The community supports both summer and winter Paralympians, and as Great Britain make their preparations for Milano-Cortina 2026, the pioneers who competed in every Games prior from the inaugural Winter Paralympics in 1976, will now receive the recognition and opportunity for community they deserve.

Preserving this important legacy will gladly continue – and the call for the UK public to help find our former athletes is as strong as ever. Run is proud to continue to support this search, and in celebrating the brilliant community of athletes who will always be part of ParalympicsGB.

Click here to find out more about ParalympicsGB's Athlete Community.