Russ Cook, better known as the Hardest Geezer and the creator behind undoubtedly the best running channel of the year in 2024, has completed another extraordinary endurance feat, a 607km relay across Iceland in just two days.
Cook was joined by some of the biggest names in elite fitness, including Represent cofounder George Heaton, ultrarunners William Goodge and Hercules Nicolaou, HYROX Elite 15 athlete Jake Dearden, Team GB’s Alfie Manthorpe, and HYROX North American Open Champion Lucy Davis. Together, the seven athletes pushed through Iceland’s unforgiving northern coastline, rotating through the distance and battling extreme conditions to complete the route.
From Mission Rivington to Iceland
The challenge was organised by 247, the performance wear arm of British streetwear brand Represent. It builds on Mission Rivington, the brand’s first ever fitness event staged in the UK last month. BOXROX was on the ground to capture that UK event.
With back to back events in the UK and now Iceland, Represent’s 247 division is making a rapid impact in the competitive fitness space, bringing together endurance athletes, HYROX champions, and strength specialists.
Hardest Geezer: Relentless Momentum
For Cook, who rose to global fame with his year long run across Africa, and more recently Iceland was another chance to test the limits of human endurance.
Speaking mid mission whilst the sun was rising, Cook said:
“Oh mate, it’s the most rejuvenating thing when you’ve been out running through the night. That sun comes up and it gives you that extra gear. Like, bang. New day, let’s have it!”
BOXROX will continue to follow the elite athletes reshaping what competitive fitness and endurance sport can achieve.
