Run to Progress is a format first introduced during the Wizz Air Venice Marathon 2025 and, in the same year, across three major Italian cities, marking the beginning of a journey driven by sport, innovation and emotion.

In 2026, the roadshow resumed its journey across Italy, engaging runners and audiences in an increasingly evolved and immersive experience.

On the days before the race, Hyundai engaged athletes and visitors with an experiential stand designed inside the Expo Village to combine fun, technology and science: from interactive photo opportunities to baropodometric consultations with experts, offering runners practical tools to enhance their performance.

On the race course, 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.

At the finish line, a mirrored photo booth welcomed runners, offering them the chance to capture the golden moment with a selfie, and then a digital totem to view their official race time in real time, celebrating their achievement in a highly emotional setting.

A Hyundai Italia project rich in meaningful moments,which will continue in the coming months by reaching new cities, strengthening the project’s presence across the country and reinforcing the bond between the brand and its community, all in the spirit of progress in constant motion.