Wear your Golden Shoelaces during the TCS Amsterdam Marathon and support cancer research

The TCS Amsterdam Marathon is asking its participants to show up at the start line on Sunday 20 October wearing special golden shoelaces. The Golden Shoelace Campaign has been set up by Tata Consultancy Services (TCS), Mizuno and Le Champion.

Buying and wearing these golden shoelaces allows the runners to demonstrate their support for the TCS Amsterdam Marathon's official charity, VUmc Cancer Center Amsterdam (VUmc CCA), which conducts research into cancer. The 38^th marathon event has a golden theme which is linked to the achievement of the IAAF Gold Label. A pair of golden shoelaces can be purchased for as little as € 5 and every penny goes towards the VUmc CCA.

For the second time, VUmc is the charity affiliated to the TCS Amsterdam Marathon this year. Last year, the runners and the sponsors of the VUmc CCA were shown to be keen fundraisers, collecting no less than € 115,000 for the charity. Participants have already contributed towards this good cause by registering; € 50,000 has already been raised.

The VUmc CCA itself is also working very hard; over one thousand runners are starting in their team this year, including many businesses. Around one hundred VUmc employees are also taking part. Sponsors TCS, Mizuno, the VUmc CCA and organiser Le Champion have started this campaign in order to raise even more money for research into cancer. One of the activities is the Golden Shoelace Campaign.

From the start, title sponsor TCS is committed to the partnership with VUmc CCA. Amit Kapur, Regional Director and Head Benelux TCS: "Just as marathoners inside the race are constantly making efforts to improve their performances and personal best times, on the sidelines of the race at the TCS Amsterdam Marathon, we are constantly making efforts to find new ways to  benefit the society at large. Last year, all of us at the marathon raised a significant amount for cancer research and with the Golden Shoelaces initiatives this year, we wish to encourage  runners and spectators to contribute even more towards the cause of cancer research and promote wellness in our community. Lets endeavor to keep breaking records on both fronts."

Jean-Paul van der Linden, director of the Mizuno Corporation Netherlands: "As a long-standing main sponsor of the largest marathon in the Netherlands, we enjoy contributing to this fantastic initiative. We are thus able to further raise awareness and collect money in order to support VUmc CCA research into cancer."

VUmc Cancer Center Amsterdam aims to extend the lives of those with cancer and cure as many sufferers as possible. It is their mission to create a breakthrough by developing innovative treatments and providing tailor-made therapy for everyone with cancer. Research is a vital element herein. The money that was raised by the TCS Amsterdam Marathon in 2012 was sufficient to pay for one researcher to conduct research for a year. VUmc CCA would like to use the money raised in 2013 to employee two researchers.

The Golden Shoelace costs a minimum of € 5 and can be bought from the Marathon Expo that is taking place on 18, 19 and 20 October in ‘Sporthallen Zuid', near the Olympic Stadium.

They are also available from 11 October in the VU medical centre and Runnersworld shops and can be ordered online via www.goldenlaces.nl.

Simone Richardson