Vita Coco to keep colourful runners hydrated

Race news: The Color Run presented by Dulux - London, July 14, 2013

Vita Coco Coconut Water, the truly natural route to hydration, has been announced as the Official Hydration Partner for the world’s happiest and most colourful 5km run.

The Color Run presented by Dulux hits London on July 14th and is delighted to be offering runners on the five kilometre course a natural alternative to sports hydration. With no winners or official times at the event and an emphasis on healthy living, the all-natural Vita Coco is perfect for keeping “colour runners” hydrated.

Pip Brook, European Marketing Director at Vita Coco, said, “Being involved with the happiest and most colourful run on the planet fits perfectly with our brand strategy on being an everyday lifestyle beverage.  So it was an easy decision for us to be involved in this iconic event, as it comes to the shores of the UK, as Official Hydration Partner of The Color Run. We’re looking forward to hydrating what we are sure will be a great, fun day”.

Runners of all shapes, sizes and speeds will start wearing white clothing that will be a blank canvas for the kaleidoscope of colours they will encounter around The Color Run™ course. At each kilometre a different colour of powder is thrown in the air with the runners becoming a constantly evolving artwork. At the end of the course runners will be greeted by the Colour Festival where the air is filled with music and stunning coloured powder bursts creating a vibrant party atmosphere.

Vita Coco Natural Coconut Water contains naturally occurring electrolytes and is high in potassium, making it the ideal hydration for runners. Debuting in London (and for the first time in the UK) on the 14 July, the run will then head to Manchester on 21 July, Belfast on 24 August and finish up in Brighton on 14 September. Entries are available at www.thecolorrun.co.uk

The Color Run celebrates healthiness, happiness, individuality, and giving back to the community. Founder, Travis Snyder, was inspired by the Indian Holi Festival, and decided to combine the idea with a 5km running experience. From the first event in the Unites States in January 2012 The Color Run has since spread across the globe leaving a trail of coloured powder and happy runners.

“Colour Runners” vary in demographics and reasons for running, from two year olds to 80 year olds, first time runners to professional athletes. Over 60% of Color Runners are first-time 5k runners and participate as a celebration of their healthy living accomplishments. Others participate to honour loved ones who have passed or are fighting diseases. More run for love, and The Color Run event has sparked approximately 10 marriage proposals and one wedding.

To find out more check out www.thecolorrun.co.uk