It takes place at 7.30am on Saturday 13 September in Amsterdam

4K4Charity

Rise Academy is bringing a 4K charity run back to IBC. Race 4 the Future takes place at 7.30am on Saturday 13 September in Amsterdam, during IBC.

Previously there was a popular annual 4K charity run during IBC – the 4K 4Charity Fun Run hosted by AWS Elemental – but no run has taken place for the last few years.

This year’s event introduces the Sam Blackman Medal, named in tribute to AWS Elemental co-founder Sam Blackman.

It will be presented to “the participant who best embodies community, inclusion, and purpose, not just speed,” says Rise Academy. 

Race 4 the Future will also provide awards at the race, including best fancy dress, most enthusiastic runner, best team theme and top social post

The entry fee for Race 4 the Future is £25, which supports Rise Academy’s initiatives aimed at underrepresented young people. Proceeds will fund mentorship, training, work placements, and industry exposure.

“The 4K 4Charity Fun Run began as a simple idea, to bring people together across our industry in support of equity and inclusion. What grew from that was a global community effort that raised millions and made a lasting impact. The Rise Academy Run 4 the Future continues that legacy, honouring Sam Blackman’s vision and inviting all of us to support the next generation of innovators in media technology,” said Laura Barber, co-founder of 4K 4Charity Fun Run.

Andy Beale, co-chair of Rise Academy, added: “Race 4 the Future is about far more than covering 4K. It’s about covering the distance between where our industry is today and the truly inclusive future we know it can become. Every step, every laugh, every shared moment brings us closer to a media tech sector where talent from all backgrounds can thrive.”