It’s now the largest 5K race series in history.
IMG Worldwide, a global sports, fashion and media company, and The Color Run, LLC, a unique 5K paint race event series, officially announced a multi-year partnership agreement for the expansion of The Color Run into dozens of countries across Europe and Asia on Thursday. Using IMG’s worldwide network of offices and personnel, this move will fast track The Color Run to the global scale.
“It was clear from the beginning that The Color Run had hidden magic,” The Color Run Founder and CEO Travis Snyder said. “The Color Run Tour has quickly transformed into the largest 5K series in history. We are thrilled to be working with IMG to share this wonderful and surprising global sensation with the entire world.”
Participants of all shapes, sizes and speeds start each Color Run race wearing white clothing that is eventually transformed into a colorful work of art. At each kilometer mark, a different color of paint powder fills the air and covers the runners to create an ever-increasing spectrum of color and beauty. This unique experience is less focused on speed and more on crazy color fun with friends and family. At the finish line, the Color Festival kicks off and the air is filled with music and endless color combinations as participants get in on the color-throwing fun.
“The Color Run is a happening and a chance for people to get together and have fun,” Snyder said. “Sure, it’s about fitness and living a healthy lifestyle, but it’s also about sharing that experience with friends; on-site and digitally through social networks.”
This event series kicked off in the United States in 2011 with 50 original events, and now has more than 100 in the U.S. and Canada, as well as several successful events in Australia and Brazil. IMG’s plan is aggressive and confident, and it targets dozens of cities in Europe and Asia.
“The Color Run is the definitive brand in the space and has grown tremendously in a very short time in the United States and Canada,” said James Leitz, senior vice president of IMG Action Sports. “It is our intention to take this excitement and unique business opportunity to countries around the world.”
Said IMG’s London-based Endurance Managing Director James Robinson: “When the Color Run catches on in the UK, like it has in Australia, there will be no telling just how far we can take this. We are thrilled to be working with Travis and his team on this exciting endeavor that is sure to become a worldwide phenomenon.”
From: Running USA