The Queen Elizabeth Olympic Park will host a new mass participation run this September.
Parallel London is a not-for-profit event aimed at encouraging disabled people to be more active and independent.
The event is backed by the Mayor of London and organised by live event and experience agency Innovision. It will take place on 4 September, the day after the Mayor of London’s Liberty Festival.
“Coming in the same weekend as our Liberty disability arts festival, it promises to add to the building anticipation ahead of the Rio 2016 Paralympic Games,” said Mayor of London Boris Johnson. “For Londoners with or without disabilities, Parallel London is going to be a more wonderful family-friendly day out, which I hope will help change attitudes as well as getting more of us to become active.”
The format will include multiple running or walking distances, ranging from 100m to 10km to suit different levels of ability. Innovision will provide full end-to-end event management services, including all planning and production, strategy, logistics and technical production.
“For some time now, I have been very keen to start creating our own content and ownable assets,” said Andrew Douglass, Innovision CEO and founder of Parallel London. “I think this will not only help us to future-proof our business; but creating new brands like Parallel London can also take us into some exciting new areas for growth and social enterprise.”
Patron Nick Ashley Cooper commented: “It’s really alarming that so many disabled people who want to lead more active lives still face barriers accessing facilities. I’m thrilled to be involved in Parallel London, an exciting and innovative event where anyone, no matter what their ability, is able to take part.”