Brightening the grey winter season, the inaugural WOW Northern Lights Run will see the streets of Reykjavik lit up in a spectrum of colour as hundreds put on their running shoes on 4 February 2017. Sponsored bv WOW air, Iceland's only low-cost airline, this spectacular new sporting event, marked by the natural phenomenon of the polar lights, is part of the Reykjavík Winter Light Festival and the WOW Reykjavík International Games.

Each runner/jogger will receive their very own exclusive Pixmob technology: an illuminating LED wristband, which will synchronize with their personal running rhythm and make each participant a part of the illuminated spectacle all over the city. In addition, participants will get a goodie bag with their running number and further luminous accessories, to accompany colourful, neon clothing, which is highly encouraged.

The five kilometre run through the inner city of Reykjavík starts and ends at the famous concert hall Harpa at the port of Reykjavík. Along the route participants will encounter various 'fun stations', which have been staged with vibrant lights, including Reykjavik's much-admired Art Museum, City Hall and the spectacularly illuminated Hallgrimskirkja.