Kiehl's continues to support AIDS fight with 'treadathalon'

NEW YORK: In keeping with its tradition of raising funds for YouthAIDS education and prevention programs, Kiehl's flagship store in New York City's East Village planned to host its first-ever "treadathalon." Scheduled to begin at 8am on April 29 and last for 24 hours, the event would take place in full view of the public.

NEW YORK: In keeping with its tradition of raising funds for YouthAIDS education and prevention programs, Kiehl's flagship store in New York City's East Village planned to host its first-ever "treadathalon." Scheduled to begin at 8am on April 29 and last for 24 hours, the event would take place in full view of the public.

Two marathoners, Christopher Bergland and Dean Karnazes, planned to run side-by-side on treadmills inside the storefront while attempting to break the 24-hour treadmill distance record of 153.6 miles. That mark is currently held by Edit Berces from Budapest, Hungary.

A third treadmill would be set in place as a backup and to allow on-lookers to participate. During that time, a representative from YouthAIDS planned to be available to accept donations for the program.

Bergland, an employee of the store, and Karnazes, a San Francisco-based ultramarathoner, approached Kiehl's director of PR Shannon Cooney with the concept of a treadathalon six months ago.

"It was an original and exciting way for Kiehl's to continue to support the YouthAIDS organization," said Cooney. "We were thrilled to support Christopher and Dean in their endeavor."

Both men have participated in other Kiehl's-sponsored sporting events, including the 2003 Badwater Ultramarathon, in which runners ran 135 miles non-stop from California's Death Valley to Mt. Whitney.

Kiehl's has previously shown its involvement in the fight against AIDS by hosting a YouthAIDS benefit gala last October, as well as by donating all the profits from its "Eucalyptus" Bath and Liquid Body Cleanser to the cause.

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