English runner Russell Cook, who turns 28 today, has been brought to the other side of the world by Tourism New Zealand to promote the country to the United Kingdom.
Mr Cook had gained a following in the UK over the past few years for his lengthy runs.
In 2019, he ran from Istanbul to Worthing in the UK in 68 days with no support team.
He pulled a car the whole way in a marathon.
In late April 2023, he started a run of the entire length of the African continent.
The course covered 16,000 km and crossed 16 countries.
Now he takes on the Te Araroa Trail — a 3000km run up the country.
He started on Sunday and it was unclear how long it would take as he may stop at tourist destinations along the way.
A Tourism NZ spokeswoman said they had launched a partnership with "the hardest geezer".
It was about advertising NZ as a year-round destination.
She described him as a cultural icon in the UK who will be showing off NZ from end to end.
— APL
