Friends of running in Europe will soon have Namibia even more on their radar than before. At least that's what the 'EmpowHER Namibia' campaign is aiming at. Last week, four female marathon runners from four different age bands conquered the four deserts of Namibia - with four marathons on four consecutive days.
The number four also played a role in the realisation of the campaign. Because there are four partners behind it. Under the umbrella of the Namibia Tourism Board (NTB), the textile company Falke and the German sports tour operator Interair joined forces. Transport and accommodation for the athletes and the accompanying team was provided by the Gondwana Group with its Namibia2Go transfer service and the lodges of the Gondwana Collection.
The marathon series started in the Kalahari [https://gondwana-collection.com/en/the-kalahari-experience]. There, the runners Annemarie (26), Sarah (39), Judith (46) and Elke (64) found the sand particularly difficult. The next day, the four enjoyed the vastness of the landscape at the Fish River Canyon in the arid region of the Nama Karoo. The biggest challenge of the third marathon was the 600 metre difference in altitude through the granite mountains of Aus on the edge of the Succulent Karoo. The crowning finale was the 42.2 kilometres at the foot of the Petrified Dunes in the Namib Desert. The Falke film team captured impressions of the runs in four video clips and published them on YouTube.
However, these clips only offer a small foretaste of a broad-based campaign. According to NTB, promotions will follow on the internet, in print media and in Falke shops. In addition, the German sports tour operator InterAir has put together bookable Namibia travel packages that also include running camps.
The title of the campaign 'EmpowHER' comes from Falke. "We believe in the power of sports to empower and unite individuals from all walks of life," explains the company. It is also about "celebrating the extraordinary achievements of women in sports and encouraging women everywhere to reach higher."
Falke has been using the EmpowHER events to promote its quality sportswear brand for two years now. There have been EmpowHER Ultra Trail Run Expeditions on the east coast of the USA (Boston - New York) and in the South Tyrolean Alps.
Namibia is already firmly on the diary of ultra trail runners from all over the world. The annual 'Namib Race' (250 km in 6 stages) starts on this Sunday (28 April). A brief overview of other marathon and ultra trail races can be found on the NTB website.
Sven-Eric Stender