Some runners want more than mile markers and finish lines these days. They want to get chased by zombies. Or bulls. Or get covered in colors or mud.
“Themed racing” has exploded in popularity over the past few years. Tough Mudder, a 10 to 12 mile obstacle course designed by British Special Forces, had 20,000 registered participants in 2010 then nearly half a million two years later. It’s now forecasting more than a million participants for 2014. Names like Warrior Dash, Rugged Maniac, and Spartan Races have become part of the race runner’s lexicon, and itinerary, in the past few years. And the Color Run, a 5k race in which participants are doused with colored powders, ran its first event in January 2012 6,000 participants, according to AZFamily.com and signed up 600,000 participants throughout the year. This expansion points to an expanding pool of weekend warriors and ripe opportunities for savvy brands and sponsors.
These themed races offer much more than the experience of notching a personal best time; many of them don’t even offer results at the end. The Color Run, for example, explains how themed racing is “less about your 10-minute mile and more about having the time of your life.” Tough Mudder has its participants pledge that they understand “Tough Mudder is not a race but a challenge” and they should put teamwork and camaraderie before course time.
Although obstacle racing helped spark themed racing’s expansion, other themes and experiences are widening its palette. Rock N’ Roll USA Marathon brings music to another level at these events by placing dozens of bands along the race path. Electric Run’s vibrant glowing trees and other neon lights guide participants to the music stage waiting at the finish line.
And why stop at humans? Or the living? The Great Bull Run, a new event, brings Pamplona’s Spanish bull running tradition to the United States. Participants literally run down the street with massive live bulls. And in the Run for Your Lives event, runners are chased by zombies so realistic you’d think they’d climbed out of the grave that morning.
In themed racing, whether covered in mud or stained with blood, participants are in it for the spectacular experience. Scott Taylor, director of running, training, golf, and tennis for Under Armour, told sportsbusinessdaily.com that the races, which attract mostly people in their 20s and 30s, create what “feels like a post-college environment.”
Why are younger people, who are generally not road-racing enthusiasts, suddenly interested in these weekend events? Along with the crazy racing experience, all the events offer music, dance, beer, food, games, and other festivities after the race. These events are fun — they feel more like a party than a grueling workout — and they’re social, offering a great way for people to hang out with friends, meet new people and do something different.
Most of the events offer team registration and encourage participants to enjoy the free festivities afterwards. People get to become weekend warriors, feel a sense of accomplishment and have a wonderful time. Dan Schorr, whose Start2Finish Marketing firm consults brands involved in endurance sports, told sportsbusinessdaily.com that “these events are now the Monday morning bragging rights.”
What does this all mean for brands? They can give race participants the perfect memento of their experience: a photo. By furnishing these snapshots, brands would not only reach out to a large growing platform, but also establish a meaningful, personal connection with individual customers by giving them a much desired, customized product.
The race is about to start. Which brands will be at the finish line?