John Arne Riise is best know for his time playing for Liverpool, Roma and Fulham, gifted with one of most powerful kicks ever known in history of football. So powerful, it famously broke Alan Smith's leg during and FA Cup tie in 2006. His lesser known side is that of his challenging childhood, growing up without his father and facing daily threats from school bullies. However, with just two-weeks notice, how were we to encourage people to attend the launch of his autobiography, to hear these stories and write about them in the press? ​

This is the story of how we organised the press launch for John Arne Riise’s autobiography, Running Man - in just two weeks, on a wet and cold Monday night in December.