DC Half
Pacers Running saw the opportunity for a fresh and brand-forward race in the DC area.
I worked with the Pacers team to develop and launch the DC Half, a brand-new race experience in the District, in 2019. The race continues to grow year after year and has become a staple in the DC running scene.
Year
2019 - 2023
Brand
Pacers Running
Opportunity
Create a fresh, brand-forward, endurance event that positions Pacers Running as a desirable producer of celebratory moments and a trusted partner to establish an emerging DC running culture.
Solution
Become a “bestie brand”. From the start, DC Half hasn’t been afraid to lean into the vibes and put DC culture at the forefront of everything.
Social engagement. The event performs extremely well amongst young runners compared to similar events on similar social channels. Runners want to be associated with DC Half on their social platforms.
Experiences and collaborations throughout the year work to elevate the brand and keep it front of mind consistently.
Key Results
Race registration growth outpaced competing endurance events along the East Coast (75% year over year).
Majorly over indexed 20-29 age group (48% of the field under 29).
Executed an SMU apparel capsule for the 2023 race that Pacers enthusiasts deeply identified with 72% sell-through.
