The running of the bulls through the cobblestone streets of Pamplona has been a yearly event for centuries. The excitement that comes with it can come at a big cost, though. Many have been gored and trampled — and since 1924, at least 15 have given their lives for the thrill.

Brad Scudder and Rob Dickins, the U.S. promoters, understand the appeal.

“It’s that thrill, the adrenaline rush that you get from putting yourself in mortal danger and then coming out the other side victorious and unscathed, ” Dickins told Kerry Sanders on TODAY.

Scudder and Dickins have done their best to match the experience made famous in Ernest Hemingway “The Sun Also Rises.”

“It’s the real deal, and that’s why I think it’s getting people excited and that’s why we’re getting so much national attention,” Scudder said.