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Strava and GU promotion raises nearly $60k for Challenge Athletes Foundation

Published November 13, 2014
A heat map of the activites from the challenge.

SAN FRANCISCO (BRAIN) — Nutrition brand GU Energy Labs and online network Strava have raised $58,683 for the Challenge Athletes Foundation through a GU-sponsored promotion on Strava.com.

Nearly 70,000 athletes from 156 countries participated in Strava's CAF Ride & Run for Challenged Athletes. The foundation equips physically disabled athletes with adaptive sports equipment, including running prosthetics and hand cycles, allowing them to take up or resume an active lifestyle.

During the 21 days of the challenge, the Strava community ran and rode a collective distance of 10.9 million miles. GU Energy donated one cent for every kilometer run, and one cent for every three kilometers ridden, by each participant. Additionally, participants who individually ran 50 kilometers or rode 300 kilometers during the challenge unlocked the ability to purchase a limited edition T-shirt from Strava. All profits from the sales of the shirts were donated to CAF.

"The response from athletes around the world was spectacular," said GU Energy vice president of marketing Adam Chamberlain. "They rose to the occasion and in taking on this challenge proved that they want to help others with challenges of their own."

For a world-wide interactive heatmap of the rides and runs performed by Strava athletes during the challenge, visit: heatmaps.strava.com.

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