It’s not where you start from in life it’s where you end up that counts. SPORT BEACH returns to Cannes Lions for its third season bringing together athletes, marketers and global leaders to explore the intersection of sport, creativity and culture. Stagwell

Day one Stagwell Sports beach Cannes 🏖️

Morning run in Cannes with most likely the best runner I will ever have the pleasure to run alongside Sir Mo Farah 💫 #sportsbeach #cannes

The Alpine Run project is in town #Chamonix

These last few days in Chamonix were more than anything, about our community. This project was never just about running. It’s about community. Trust. Showing up for one another, and building something lasting, transforming the lives of thousands, for years to come 🫂

The legacy of sport isn’t trophies. It’s in the lives lifted by its light.

They didn’t grow up dreaming of the mountains because they never knew they even existed. But last weekend, a group of diverse young people from inner cities across the UK showed up, and that was US, the Alpine Run Project.

I love the process. I love the work. The races are just the celebration of the work 🏃🏔️ #trailrunning #niketrail

Not everyday you get to train with an Olympic marathon Runner 🏃🏼‍♀️ 🏃🏼‍♂️ 🏔️

Alpine Run Project takes its biggest ever cohort to the UTMB® World Series in two weeks time. We have 35 young people coming out to the mountains this year. Join us on the Monday 25th for our shakeout run if you are in town 🏃🏼‍♂️ eventbrite.com/e/find-your-pe…

This is another superb read if anyone is interested. I couldn't put it down. Respect to John McAvoy for telling his story in such an open and honest way Pitch Publishing 📚 Sports Books

6 days to go. 18 athletes. 1 dream. ⏳⛰ From the streets of our cities, to the peaks of HOKA UTMB® Mont-Blanc our athletes have worked harder, run further and dreamed bigger than ever before. Every early morning, every long run, every struggle and triumph has led them to this moment.

Man next to me is John McAvoy His incredible life has led him to this point, where he has created the Alpine Run Project, among many other incredible initiatives. He changes lives every day, selflessly. Rumour is he has a new book coming out, detailing an epic last decade..🏔️🏃🏼

John McAvoy finishing a 55km run accompanied by the young people he mentors for the last few hundred meters is the content we all need. 🏔️❤️

Yesterday at the HOKA UTMB® Mont-Blanc was the best moment of my life crossing that finish line to all the young people on The Alpine Run Project 🏃🏼‍♂️ ❤️ I love these kids so much ❤️

Here’s today’s recommendation: 🎧 **Rich Roll Podcast – John McAvoy** From London’s underworld to redemption through sport. A story so wild it reads like a movie script. Inspiring proof that reinvention is real. 👉 [Listen here](richroll.com/podcast/john-m…)

Race week energy still unmatched ⚡ Taking youth to the mountains, on a journey we will never forget. 🏔️ Big love to djachao for powering the journey 🚀 #AlpineRunProejct #Sportsshoes

The program—led by criminal-turned-athlete John McAvoy—aims to harness the transformative power of trail running to put young people on a better path. bit.ly/4dEwo4R

A huge thank you to Precision Fuel & Hydration for testing and supporting the Alpine Run Project girls as they prepare to take on the world’s deepest marathon in Sweden next month. 🏔️💧 The World’s Deepest Marathon is set to take place on October 25, 2025, inside the Garpenberg

I just want to say a massive thank you to world boxing champion Darren Barker and Ryan Prichard for having me on the Why We Fight podcast. It was a real honour to sit down with them both, share my journey, and talk about sport and life. Sport was absent from my childhood,