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the liddell story

Our story begins in 1924 at the Olympic Games with a young Scottish runner named Eric Henry Liddell.  His story forever immortalized by the academy award-winning film, Chariots of Fire, Liddell was marked by two distinct characteristics that mark us today: unique but unrivaled on the track and deeply faithful to his identity.

"he gets there"

Nicknamed "The Flying Scotsman," the only thing that paralleled Liddell's speed was his odd running style.  As he hit this stride, he would tilt his head up - as if gazing toward heaven - and his arms would flail about, resembling a windmill more than a sprinter. Once asked about Liddell's odd style, rival and fellow British runner Harold Abrahams replied:

"People may shout their heads off about his appalling style.

Well, let them. He gets there."


At The Liddell Group, we are at the cutting-edge of innovation. While others are clamoring about being inside or outside the box, we're asking whether the box is even necessary. We've taken our fair share of criticism from those still stuck on the box. Let them, because we get there.

"an extension of who he is"


A scene in Chariots of Fire depicts a conversation among members of the British Olympic Committee regarding Liddell and his dilemma with the 100m preliminary heat. One member astutely points out why all of Britain should be grateful for Liddell:

"Running is an extension of who he is and we tried to sever that from him today."


No one has a stronger drive to win than we do. But losing yourself is the greatest loss of all. You must recognize yourself the day after and we'll make sure you do.  Winning is not an identity; it is an extension of who we are. Winning doesn't define us; we define winning.

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