UNFORGETTABLE
One in two of us will be directly affected by dementia. That stat alone drove me to do something unforgettable.
Over 54 hours, we climbed 112km and 10,000m of elevation — more than Everest — through 170km/h winds, white-out blizzards, injury, and exhaustion. We met families scarred by Alzheimer’s and pushed on for them, and for the millions still to be affected.
Shot by the director behind some of HOKA’s most iconic work, this is more than an endurance film. It’s about memory, identity, and what we’re willing to suffer for the people we love.
As of now, we’ve raised £7,000
Documentary release date: October
Client: Proactive - Alzheimer's Research UK
Role: Athlete & Creative Director
Sponsors: Mammut, Tailwind Nutrition, Suunto, DEPT.
Year: 2025
UNFORGETTABLE
One in two of us will be directly affected by dementia. That stat alone drove me to do something unforgettable.
Over 54 hours, we climbed 112km and 10,000m of elevation — more than Everest — through 170km/h winds, white-out blizzards, injury, and exhaustion. We met families scarred by Alzheimer’s and pushed on for them, and for the millions still to be affected.
Shot by the director behind some of HOKA’s most iconic work, this is more than an endurance film. It’s about memory, identity, and what we’re willing to suffer for the people we love.
As of now, we’ve raised £7,000
Documentary release date: October
Client: Proactive - Alzheimer's Research UK
Role: Athlete & Creative Director
Sponsors: Mammut, Tailwind Nutrition, Suunto, DEPT.
Year: 2025
