Thousands have pledged to run 3.7 miles this week in memory of Matt Campbell and donate to the charity he was fundraising for.
The 29-year-old chef died after collapsing at the 22.5-mile mark of the London Marathon on 22 April, 3.7 miles from the finish line.
A Facebook event has been set up encouraging people to run and log it on social media using the hashtags #FinishForMatt and #MilesForMatt, as well as to donate to young persons' charity the Brathay Trust.
Chefs Jamie Park, head chef at the Frog E1 in London, and Tom Peters, senior sous chef at Roux at Parliament Square, who were friends of Campbell, have also set up an event to run the final 3.7 miles of the marathon in London. The three met as contestants on BBC Two's MasterChef: The Professionals and subsequently cooked at events together.
Starting at Shadwell station at 2.15pm on Sunday 29 April, the chefs are calling on others to join them to complete the course in Cambell's memory.
More than £150,000 has already been raised for the charity through Campbell's fundraising page and 3,000 people have so far pledged to run this week.
Campbell was a semi-finalist in last year's MasterChef: The Professionals and worked as a private chef in the Lake District. He was running the marathon in memory of his father who died nearly two years ago.
Peters said: "I met Matt in the MasterChef kitchen, and something that should have been so competitive and nerve-racking just became so fun and it was inspiring to work next to such an interesting chef. He was infectious with his passion, not only for cooking but for healthy eating and also running. He helped me massively with my preparation for the London Marathon. The 3.7 miles we are running on Sunday is symbolic for Matt, as we'll be finishing the rest of the marathon course for him."
If you would like to make a donation to the Brathay Trust please follow this link: https://www.justgiving.com/fundraising/mattcampbell-londonmarathon