An experiential format blending sport, technology and emotion: after the first 2025 stages, the roadshow will resume across Italy in 2026.
Hyundai Italia, alongside Innocean Italy, has chosen FREE EVENT— a leading agency in the events and entertainment industry with offices in Milan, London, Amsterdam, Faenza, and an upcoming opening in Barcelona — to develop “Run to Progress”, an innovative brand experience project dedicated to the world of running and wellbeing.
Conceived and produced together with FREE EVENT, with the support of Innocean Italy, the format was launched during the 39th edition of the Wizz Air Venice Marathon, held on Sunday, October 26, 2025. The event saw the participation of over 20,000 runners competing in the 42K, 21K and 10K races, with more than 40% international attendance.
Following Venice, Run to Progress also stopped at the Verona Run Marathon and Milano21, successfully completing the first three activations of the project throughout 2025.
A story of energy, innovation and sustainable mobility
From the days of the Expo Village, Hyundai engaged athletes and visitors with an experiential stand designed to combine fun, technology and science — from interactive photo opportunities to baropodometric consultations with experts, offering runners practical tools to enhance their performance.
Along the marathon route, participants also experienced a highly emotional moment thanks to an immersive audio-visual installation and a “BOOST” button which, once pressed, activated a powerful combination of sounds and video content.
At the same location, each athlete received a personalized motivational message previously recorded by friends or family members, creating a tailor-made experience capable of turning fatigue into positive energy.
Adding further impact to the route, the Hyundai fleet — composed of 100% electric vehicles including the IONIQ 5 N and INSTER Cross — officially opened the races, leading city traffic management and accompanying athletes along the courses.
A tangible demonstration of the brand’s commitment to sustainable, dynamic, future-oriented mobility.
At the finish line, a mirrored photo booth welcomed runners, offering them the chance to capture a commemorative photo and view their official race time in real time, celebrating their achievement in a highly emotional setting.
Statements from the key players
“Run to Progress perfectly represents the Hyundai spirit: bringing together innovation, energy and design in experiences that inspire people,” says Matteo Montibeller, Head of Marketing & Communication at Hyundai Motor Company Italy S.r.l. “Running is a universal language that inspires progress as a constant improvement of oneself and society, choosing every day the next step and its positive impact.”
“We are proud to support Hyundai in a journey that blends sport, emotion and technology,” states Andrea Camporesi, CEO & Creative Director of FREE EVENT. “Our mission is to create experiential formats capable of generating authentic and memorable connections. Run to Progress is its most tangible expression.”
Next stages
After successfully completing the first three stages in 2025, Run to Progress is set to resume in February with the 2026 calendar, which will take the project on a structured national tour across nine events.
The roadshow will visit Verona, Naples, Bologna, Rome, Milan, Venice, Verona, Milan and Florence.
The cities of Verona, Milan and Venice — already featured in 2025 — will host the format again in 2026, while Naples, Bologna, Rome and Florence will join the project for the first time, further expanding Run to Progress’ presence across Italy.
A journey that will continue to express Hyundai’s values through sport, innovation and a vision of progress in constant motion.
