Sotokoto Safari Marathon

Who we areSotokoto Magazine is a monthly Japanese publication launched in 1999 and it’s Editor in Chief is Mr. Kazumi Oguro. Coincidentally, “Sokotoko” is an African Bantu name whose meaning is wisdom under a tree. The concept of Sotokoto is embodied in the Japanese word, “LOHAS”, meaning lifestyles of health and sustainability and those who practice LOHAS are called “Cultural Creatives”.These are consumers who are educated and make conscientious purchasing decisions and investments based on social and cultural values.

Many people worldwide now embrace LOHA values and ideals. This concept focuses on three themes the Japanese call “slow food”, “slow life” and “ecotourism” - a life which is good for human beings and environment, more comfortable, joyful and sustainable; a lifestyle and a marketing phenomenon contributing to the popularity of a set of goods and services such as organic and health foods, yoga classes and environmentally friendly products.

That “what we eat is what we are” - food that people eat should be simple and tasty, should be produced in a clean way that does not harm the environment, animal welfare or human health. The goal of the lifestyle is co-existence of ego for comfort of each individual and sustainability of the entire society. The target readers of Sotokoto are people who are living especially in the metropolitan area, respecting the good aspect of traditional culture and at the same time looking for modern lifestyle of health and sustainability. It is also an in-flight magazine of Japanese Airlines.

RegistrationNairobi Sotokoto Safari Marathon Limited was registered in Kenya on 22nd January, 2009 and among its aims and business objectives is to organise the Sotokoto Safari Marathon among other products.VisionReaching youth through sports.Mission statementSotokoto Safari Half Marathon represents youth sports industry in Kenya by advancing and reinforcing human values in addition to actively participating in development, education and the development of leaders.AffiliationSotokoto Safari Half Marathon is an international event sanctioned by Athletics Kenya and is approved as a full member of the Association of International Marathons and Distance Races (AIMS) and International Association of Athletics Associations.

Aims and objectives

1. To initiate and deliver programmes intended to occupy and develop youth for their employment, health and poverty alleviation

2. To run together for peace and conservation

3. To promote environmental integrity of our forests, wetlands, riparian areas, wildlife and other natural resources against indiscriminate and unsustainable exploitation

4.To promote Kenya’s tourism activities both locally and internationally

5.To mobilise resources for infrastructure and development such as schools etc

6. To mobilise resources and contribute to the nation’s economic and social development

7. To create a competitive sports environment and bring home big time competition and attractive prize money

8. To create investment opportunities in business, trade, tourism, water, real estate and other areas.

9. Talent search for future sportsmen and women

10. To promote Olympism and virtues of the Olympic movement and use Olympic heroes, heroines and other sports legends/veterans as role models.Activities and other products

a) Peace and conservation Sotokoto Safari Marathon and existing youth networks/forums will be used to promote peace in the country as well as conservation of forests,wetlands and wildlife. Sports people have a role of promoting peace where politics fail. Sports has the ability and capacity of organizing events/projects that impart values, unite people and serve peace. These include annual forums, project at conflict or post-conflict areas etc. In conservation, This event will create publicity material based conservation messages.

b) Community development, social and economic empowerment/youth empowermentSports is a mirror of human activity in society. With the help of sports, man becomes a better person for community. Through its role of fair play sports has written and unwritten rules which are hard to dent. The rules emanate from the innermost moral attitude of a sportsperson and helps to form character. Sotokoto Safari Marathon will promote programmes, projects and schemes aimed at not only countering unemployment but also at teaching skills for life, imparting values and competencies as well as those aimed at reducing the culture of violence and deterioration/disorganisation of neighbourhoods and schools as a result of crime, drugs, disease and poverty.

c) Sports and environmentAlong with sport and culture, athletes can and should play a leading role in promoting safe and responsible environmental behaviour. Sporting activities/events/runs to promote biodiversity and environmental conservation such as tree planting as well as encouraging farming of dietary foods , physical fitness techniques and healthy eating.

d) Sotokoto Sports AcademyThe aim of the Academy is to provide sporting skills to both upcoming and elite athletes, but emphasis will be on children who need enjoyment and play in a safe environment while exploiting their potential for future careers and livelihood. The academy will provide learning experiences, fitness, health and play.The participation of youth in the marathon and other sporting events are intended to occupy them, reduce poverty and create a healthy environment for them.

Over the course of each school term (usually during the school holidays), the Academy will put a series mentoring sessions aimed at all ages that will also encompass skills needed for other sports including football, tennis and ball games, etc. By using specially designed games and activities, participants will not only have fun, but will also be learning fundamental skills necessary for their sport of choice and fitness; not to mention skills that will be beneficial for high level sports competition. Moreover, participants will be trained and guided by highly skilled and qualified instructors and experienced current and former Olympians.The goals of the Sotokoto Sports Academy are:

- To increase the number of Children and young people actively exercising on a regular basis

- To improve skills of target group, allowing them to participate in more activities and sports as well as being fit.

- To increase understanding and awareness of children and youth with regard to health, fitness and exercise.

- To explore potential of young and talented sports people for a future career in sports for high level competition and as a livelihood- To increase the understanding and awareness of children and youth with regard to health, fitness and exercise.

- To explore potential of young and talented sports people for a future career in sports for high level competition and as a livelihood.

- To prepare the elite athletes/sports people to grasp the fundamentals of competing with the world’s best.

e) Partnerships, corporate and social responsibility activities

Corporate support for the Sotokoto Marathon will be sought on the basis of partnership, not sponsorship. Corporate entities have a lot to gain in any sports organisation that has well-run events and the relationship should be that of mutual benefit to both parties in terms of advertising, product promotion, merchandising etc.

f) Sotokoto FoundationProceeds from charity events organized by Sotokoto Marathon organisers will be donated to selected charity groups through the Sotokoto foundation.

The foundation will also seek other donations such as sporting equipments and clothing, accessories, medicines for those charities.

g) Promotion of tourism and tradeSports has recently evolved into a multi-billion dollar business worldwide and contributing a signicant percentage of the Gross Domestic Product.

Our cities and tourist sites will benefit from visiting and traveling sorts teams and individuals. Sports tourists are passionate, high spending, enjoy new sporting experiences and often stimulate trade and other business investments the direct benefit to a destination is cash and their in-direct benefit being years of follow-on tourists.In addition, top Kenyan sportsmen and women and Olympians will be mobilised to help promote tourism and trade all over the world through their travel.Therefore, sport is a tool to make money, create thousands of new jobs and even help change cultural perceptions. Sotokoto Marathon organisers bring not less than 100 tourists every year from Japan alone to participate in the marathon and to enjoy Kenyan tourism and explore business and trade opportunities.

Please get in touch with Sotokoto Safari Marathon from the Contact box on the right.