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Flora is synonymous with the London Marathon. A 13-year relationship, from 1996-2009, created an iconic partnership that touched more than half a million runners, millions of supporters and produced some of the event's most legendary moments. Through this legacy and in the years since, running has remained in Flora’s heart. Now, in 2020, we’re delighted to be back as an official partner of the Virgin Money London Marathon and to be working with the legendary Paula Radcliffe as Flora’s running brand ambassador.





Paula Radcliffe knows a thing or two about running the London Marathon! Not only did she win the women’s elite race 3 times, but she also set a world record on the course in 2003 which lasted until 2019! We’re delighted that Paula has agreed to be Flora’s running brand ambassador and will be working with us to create loads of hints & tips for everyday runners running a mile or a marathon.
Flora and the London Marathon is an iconic partnership with an incredible legacy. Who can forget the gold and green starting lines crowed with runners itching to go? Paula bursting through the Flora ticker tape faster than anyone had ever done before? All the crazy costumes? We certainly haven’t!
In the lead-up to the 40th Race, we launched an initiative to boost the fundraising efforts of those running in support of small charities. We were inundated with incredible personal stories and reminders of the amazing work that 1000’s of small charities do. Click here to check out the winning stories.