Go Communications Tells Story of Malaysia's Most Iconic Vertical Challenge

By The Malketeer

In a bold and breathtaking fusion of athleticism, storytelling, and national pride, Malaysia is gearing up for what promises to be one of its most iconic sporting spectacles: The Sky Race at Merdeka 118.

Scheduled to take place on 30 August 2025, on the eve of Merdeka Day, this first-of-its-kind tower running event is more than just a race—it’s a celebration of Malaysia’s indomitable spirit, set against the awe-inspiring backdrop of the world’s second-tallest skyscraper.

At 680 metres high, Merdeka 118 is more than a feat of architecture—it is a symbol of national aspiration, located beside the historic Stadium Merdeka, where Malaysia’s independence was proclaimed in 1957.

Now, it becomes the dramatic stage for a human-powered ascent: 118 floors, 2,845 steps, and a race against time, self, and gravity.

GO Communications Takes the Lead in National Storytelling

Tasked with capturing the pulse and poetry of this epic endeavour is GO Communications, the award-winning PR agency known for crafting high-impact narratives that cut through the clutter.

Appointed by Fresh Events Asia, organisers of some of Malaysia’s most popular fitness experiences like The Music Run and POWERMAN Malaysia, GO will lead the communications and strategic storytelling for The Sky Race.

For Peter de Kretser, CEO of GO Communications, this isn’t just another campaign—it’s deeply personal.

“Being born on Merdeka Day myself, this event resonates with me at a very personal level,” de Kretser shared.

“But beyond that, The Sky Race is a bold and unifying symbol. It’s a chance to tell a story that captures the soul of a nation, to rally Malaysians around pride, perseverance, and the power of doing the impossible.”

It’s this emotive, layered storytelling that makes GO the perfect partner.

With a track record of transforming complex events into compelling cultural moments, the agency’s role extends beyond traditional PR.

It’s about distilling the symbolism of Merdeka, the architectural marvel of the tower, and the inner fire of every runner into a story the world can feel.

The Race, The Challenge, The Nation

While the headline numbers—4,000 participants, 2,845 steps, 118 floors—are jaw-dropping, it’s the vision behind The Sky Race that truly elevates it.

“The Sky Race at Merdeka 118 will be an iconic experience that celebrates Malaysia’s spirit of independence and unity,” said Jeffrey Ross, General Manager of Fresh Events Asia and Race Director.

“Just like the skyscraper itself, this event will push limits and challenge boundaries, in true celebration of ‘Merdeka’, in every sense of the word.”

The design of the race—staged as a time-trial endurance challenge—is intentional. It’s meant to test not only physical stamina but also mental resilience, mirroring the journey of a nation that has climbed its own daunting heights over the decades.

Adding to its prestige, the event will be led by Malaysia’s very own tower-running world champion, Soh Wai Ching, who returns to home turf as the official ambassador.

With a string of international titles to his name—including the Empire State Building Run-Up and the KL Tower International Towerthon—Wai Ching embodies the very grit and glory the race hopes to inspire.

“Wai Ching brings national pride and sporting excellence to the forefront,” Ross added.

“He’s the perfect ambassador—not just for his achievements, but for the spirit he represents.”

An Immersive Brand Experience at Every Level

The Sky Race isn’t just about running up stairs.

It’s a multi-sensory celebration, with community activations surrounding the Merdeka Stadium precinct and a finish-line experience designed to leave participants breathless in more ways than one.

Participants and spectators can expect a carnival-like atmosphere, where heritage meets high-performance, and where every brand touchpoint—from sponsor booths to live entertainment—is designed for engagement, not interruption.

From a marketing and events standpoint, it’s a dream brief—a convergence of powerful national symbolism, visual storytelling potential, media-friendly milestones, and emotional resonance.

The Sky Race has all the makings of a new annual fixture in Malaysia’s sporting and cultural calendar—one that brands, media, and marketers will no doubt rally around for years to come.

Why This Matters for Malaysia’s Brand Story

In a world where countries often seek a single image, icon or moment to convey their brand identity—Sydney has its Opera House, Rio its Carnival, Tokyo its tech—Malaysia may have just found a new emblem in The Sky Race at Merdeka 118.

It’s an event that captures the ambition of a rising nation, the beauty of its diversity, and the shared values of perseverance, pride, and unity.

More than an event, it’s a statement: Malaysia doesn’t just stand tall—it climbs.

As GO Communications puts it: “This is a story worth telling. And retelling. Loudly.”