The fiestas of San Fermin

In Irunea/Pamplona, in the region of Navarra where they hold The fiestas of San Fermin from the 6th to 14th of july, they are internationally known for the running of the bulls where bulls are lead through a route in the city by people running infront of them, here is a picture of this event. Not entirely sure how they persuade the runners to actually take part but damn look at those peoples faces!