PURPOSE OVER PACE
Published: 31/12/2025 | Written by: Leon Parkes
If Leon Parkes is certain of one thing, it’s that running is about far more than just crossing the finish line. In this article, the Sports Direct ambassador reflects on his journey and what it truly means to lace up. Whether you’re chasing your first mile or your hundredth, this story is a powerful reminder of why we run.
Berlin wasn’t just a race; it was a reminder of why I run. Almost a reset. Initially, I went in chasing a personal performance goal. But between the heat, the hard cramping at mile 9, and crossing the finish line to complete my fourth marathon, I discovered something else: clarity – not just in my stride, but in my purpose.
Don’t get me wrong, I was naturally disappointed that I didn’t hit my intended time. But a conversation with the legendary Tom Crossland reminded me of the deeper reasons I run. It’s about the people – the London community cheering along the route and the support from those tracking online. These are things you can’t measure in splits or pace. It wasn’t the training plan or the carb loading that got me there – it was from the heart.
For me, the moment I said yes to running was when I saw its power to connect. During lockdown, I created a WhatsApp group with a few friends and logged on to Nike Run Club for accountability. We all joined with a shared need to keep moving during a time when the world came to a standstill. That small act of saying yes became the foundation for everything that followed. That digital space eventually evolved into the NOV community. Today, we still share tips and receipts – but now it’s in person, post-run, over coffee or a stretch. The accountability is real. And the impact? Immeasurable.
Growing up, I didn’t see running as something for me – well, at least not distance running. My first exposure was volunteering at the Royal Parks Half Marathon at 19. That lack of representation shaped how I saw the sport, not knowing that one day it would find me.
Now, four marathons later, I find myself in the center of a movement actively changing that narrative. I’m building a space where young people can see older siblings, aunties, and uncles who prioritise their wellbeing through running. Moments are being celebrated, stories are being shared, and running is becoming a lifestyle, a community, a new norm.
But the data still tells a tough story. Engagement in running, walking, and physical activity remains low in diverse communities, with stark drop-offs between ages 16-18. So I keep asking: How do we make everything we’ve built sustainable? We have harnessed this gift in a time where people are yearning for connection and have the opportunity to build something generational. What are we doing to ensure that these spaces are protected? And what does protection even look like?
As I continue to grow the NOV initiatives, I made a promise to myself: I will always return to this why.
All images featured are taken from @leonparkes_ Instagram.
