Janja Garnbret Wraps Up a Year of Inspiration and Giving Back
Published:
29.10.2025
Janja Garnbret Wraps Up a Year of Inspiration and Giving Back
On Wednesday, 5 November, Janja Garnbret will conclude her role as ambassador of the Botrstvo v športu (Godparenting in Sports) initiative for 2025, symbolically closing an important chapter of support for young athletes. In August, the Slovenian Tourist Board (STB) and the ambassador of Slovenian tourism organised a special event that spotlighted Slovenia, the I feel Slovenia brand, and Slovenska Bistrica, attracting strong media attention and remarkable engagement on social media.
Slovenia Steps into the Golden Spotlight with Janja Garnbret
The two-time Olympic champion and record holder for the most victories in the Sport Climbing World Cup took on the special role of sports ambassador in the post-Olympic season. Her mission for 2025 was to raise funds to help young and talented athletes pursue their sporting dreams and reach their full potential.
Janja and her team designed the 24-hour climbing marathon as both a personal challenge and a global gathering of climbers united by compassion and purpose. The Slovenska Bistrica Climbing Centre – the largest of its kind in Slovenia – was the perfect venue, offering routes of various difficulty levels and capacity for the largest possible number of participants.
More than 2,500 people, including 2,000 climbers from 23 countries, took part in this unforgettable event for a good cause. In her signature style, Janja climbed 100 different routes, ending the marathon with a symbolic and demanding finale – a route named I feel Slovenia.
Watch the highlights of the 24-hour climbing marathon here.
Slovenia’s climbing story resonated at home and abroad
The 24-hour climbing marathon achieved exceptional visibility across traditional and digital media, with over 350 articles published in domestic and international outlets. Foreign coverage, particularly from Germany, the UK, the US and France, highlighted Slovenia, Slovenska Bistrica, and the spirit of solidarity behind the event.
The event also attracted many Slovenian athletes, public figures and international climbers and coaches. In partnership with Janja Garnbret, the STB created engaging social media content promoting Slovenia and Slovenska Bistrica, including a video quiz with Janja that ranked among the most popular posts during that period.
A dedicated website was also created to showcase stories about active and green Slovenia, featuring experiences in Slovenska Bistrica, its surroundings and nearby Pohorje. During the event, the I feel Slovenia brand was visibly highlighted with fan flags, signage and, most memorably, through the final route climbed by Janja – proudly bearing the name I feel Slovenia.
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