For almost every avid runner, an opportunity to live and train amongst some of the best runners in the world likely ranks high amongst their wildest fantasies
We may never be able to immerse ourselves like how great storytellers and students of the sport like Adharanand Finn, author of Running with the Kenyans, have, but we can weave an audio-visual narrative with long-form writing to bring a week-long dive into Ethiopian running culture and a new brand that’s laying its foundations to become an important player in the sport’s global eco-system.
In early September 2024, Singaporean marathoner Desmond Ang Xinyao (@unbelievaboy) was given the opportunity by ANTA Singapore to travel to Ethiopia with Chinese and regional media for Challenge Highland - to participate and study up close how elite runners train in a week-long running camp.
As part of an ongoing series, SportPlus.sg is pleased to carry Desmond's stories from Ethiopia, from behind-the-scenes of life in a running camp, to an exclusive interview with Kenenisa Bekele, ANTA ambassador and Ethipian long-distance runner and Paris 2024 Olympian.
About the ANTA Challenge Highland Program
On October 13th, 2023, ANTA, the leading Chinese sports brand, announced its new ANTA RUNNING Brand Ambassador - Kenenisa Bekele, and partnership with Kenenisa Resort and Sports Centre, a high-altitude pro runner training base founded by Bekele. Jointly launched the "Challenge Highland Program".
From July to September 2024, ANTA officially kicks off the Challenge Highland Program by taking the Tibet running team, now sponsored by ANTA, to Ethiopia, while recruiting runners from all over the world to experience training amongst the best in the sport.
With this, ANTA and Bekele will provide elite athletes with better training opportunities to help more runners break PBs and take Asia’s long-distance running to new heights.
In addition, during the Challenge Highland Program, Ethiopian ambassadors to China will visit ANTA’s office, while Chinese ambassadors will visit Kenenisa Resort and Sports Center with ANTA’s global manager to build common ideals rooted in sportsmanship and running culture.
During this period of time ANTA will invite local and international media to experience and help showcase this project.
Watch this space for more content from Desmond's trip coming soon.