Hot summer conditions can be an ordeal of endurance but spare a thought for Italian athlete Alex Bellini whose participation in the LA - NY Footrace 2011 involves covering the 5,000km from Los Angeles to New York. Alex, who is sponsored by Jeep, is just one of 20 or so competitors who are tough enough to face the exhausting adventure race of 70 stages of about 70km each, adding up to a total of 120 marathons in two and a half months. The race, which started on June 19 and ends on August 27, passes through the Nevada desert, New Mexico, Oklahoma, Missouri into Pennsylvania to eventually finish up in New York.
Jeep's support of Alex coincides with their 70th anniversary of being off-road, and they've created a new online portal Jeep People to keep up to date with the progress of Alex, but also as a dedicated meeting place for Jeep enthusiasts.
Jeep People has three sections: one dedicated to Alex and accounts of his cross-American adventure; one that highlights the history of Jeep with its supporters, celebrating the last 70 years; and the last dedicated to those who live with passion, and will enable Jeep fans to launch their own challenge to Jeep (those who do will become Jeep-people: Just Enthusiastic Engaged People). What's more, the Jeep Wrangler site takes you on a journey through seven different environments that the Jeep people anticipate Alex will encounter – and reflects aspects of the JEEP Wrangler Unlimited, as well as Alex (and possibly yourself if you have the J-Factor), being Authentic, Rugged, Versatile, Dynamic, Powerful, Evolved. This short film gives an idea of the ordeal facing Alex: it begins by asking "Who among you has travelled 5,000km by plane in the past three months?'" And remember Alex is not a runner, but as he says "If there's one thing we have to realise in life, it's that we only have one. So we each have to find our own way of making it unique." Well said, Alex. Watch the vid for more inspirational wisdom. Follow Alex's journey, tell the people at Jeep why you have the J-Factor and learn more about the history, possibility and passion of Jeep during its 70 year and beyond at Jeep People. You can see Alex's journey unfold for yourself too, on the Flickr stream of the journey, or keep in the loop with his updates and Jeep People on Facebook or Twitter. Sponsored PostViral video by ebuzzing