Swedish anti-doping campaigner Arne Ljungqvist is urging society, the business community and the world of sport to join forces to combat the spread of doping. Together with Fabege a new symbol is being launched, along with the first two sculptures in a series that will be erected in Monaco and Stockholm. The global campaign will go under the hashtag #pureforsure and will highlight key issues in pure sport and public health. 

Fabege is taking the first step in Sweden, demonstrating its support for the campaign by erecting the Et Purus sculpture in Arenastaden in Solna, just outside Stockholm. The Latin name of the sculpture is a play on the Olympic motto of 1894 “Citius, altius, fortius…et purus”, which means Faster, higher, stronger ... and pure. The bronze sculpture, created by American sculptor Sassona Norton, will become a figurehead for initiatives in the fields of education, research and information dissemination aimed at both society and the world of sport. The purpose is to raise the profile of issues of pure sport and public health.

- For many years we have consciously focused on sustainability and health as an integral part of our business. We’re now going one step further and demonstrating the position we have adopted on social development with an artistic embellishment in Arenastaden while actively initiating campaigns regarding the spread of information and education,” says Christian Hermelin, CEO at Fabege.

Doping is not only a major problem within sport. The use of doping compounds is also rapidly increasing among regular exercisers, young people and others seeking chemical means to enhance their performance, become more attractive or even increase their ability to concentrate. The compounds are used to build muscle, lose weight or to perform better in school or at work.

Doping compounds are easy to access via the internet and are now also being spread via supplements in regular stores around Sweden. Poor control of supplement manufacture and ingredients means that many users consume hazardous doping substances without even being aware of it, as the ingredients in the supplements are all too rarely stated in detail on the label.

- It is with great satisfaction that I can confirm that a serious social actor like Faberge is taking active responsibility and initiative in this issue. Use of doping compounds is currently a problem in our midst. We really need all the support we can get in reaching out to new target groups and in informing and educating the public in this area, with the aim of changing attitudes and behaviour. A sculpture in Arenastaden constitutes a very distinct and welcome symbol for the crucial message that ‘pure health and pure sport’ entails,” says Professor Arne Ljungqvist.

The sculpture will be produced in a series and it has been confirmed that a sculpture will also be erected in Monaco. In addition to this the International Olympic Committee, the International Association of Athletics Federations and a number of other parties and cities have been invited to take part in the campaign.

- Doping has unfortunately affected my sport for many years but there are organised forces working against it. The fact that it is spreading outside of sport and to lower age groups is more scary because the users in these groups are completely on their own. Arne is a legend and the person in the world who has probably the greatest credibility in the field of doping, so it’s both admirable and a relief that he’s now also tackling doping outside the world of sport. I supported the sculpture project as early as 2011, and I’m glad that Fabege is now adopting the idea of working actively together for pure health and pure sport,” comments retired Olympic athlete Carolina Klüft.

The decision to place the Et Purus sculpture in Arenastaden is very much a conscious one. The area is home to many companies that place health high on the agenda, the flow of people is increasing annually thanks to companies and housing continuously moving in, events at Friends Arena are attracting increasing numbers and, not least, there are all the visitors to Mall of Scandinavia.

- We in Solna welcome private initiatives that contribute positively to social development. Pure sport and public health are key issues, and if we can reach out together to more people and prevent our youngsters from making ill-considered choices, we’ll have won a lot of ground,” says Pehr Granfalk, chairman of the municipal executive board in Solna.

The sculpture in Arenastaden will be unveiled in spring 2018.

Fabege AB (publ)