Lucozade Sport™, UK’s number 1 isotonic sports drink, set-up over 13 isotonic hydration stations on the routes of the Standard Chartered Kuala Lumpur Marathon 2017, to cater to over 35,000 runners.

Lucozade Sport’s new campaign “Your Sport, Your Rules” recognizes that it takes commitment just to show up at the starting line in the wee hours of the morning and is equally as important as the sports journey.

Hence, when runners were about to “hit the wall”, an expression commonly used when reaching that critical point of almost giving up, Lucozade Sport specially prepared the “Don’t Stop” Zone with splashes of enthusiasm to encourage runners to keep going.

Located on Jalan Parliament, the “Don’t Stop” Zone featured witty quotes such as “Smile! Remember, you paid to do this”, “Pain is temporary, pride is forever”, “Run like you stole something” and more, to tease their mental state as well as pumping music by a live DJ to  keep their spirits high while heading for the finish line.

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Rodney Tan, Head of Marketing from Suntory Beverage & Food Malaysia Sdn. Bhd said, “We want to applaud the runners for their dedication, because no matter what level you are at, you set your own pace, and every personal achievement matters. So, just when you feel like giving up, or when you reach the last level of mental strength, “Don’t Stop” and keep going. Lucozade Sport™ is here to support your achievements at every stage throughout the journey.”

Tan also said, “Runners can experience first-hand how their endurance and performance may be enhanced with the fast hydration benefits of Lucozade Sport™ that has a well-balanced blend of electrolytes and carbohydrates to fuel their performance.”

Back at the Race Village, the Lucozade Sport’s Bar was up and running since 3am, serving both the still and newly launched carbonated variant as a refreshing treat to hydrate friends and families who came to cheer and support the participants.