Not lost on me – every brand now seems to get the whole “work local” thing for marathon events and partner with run clubs. It is great for those clubs and makes a lot of sense!

What looks ridiculous is brands partnering with clubs that started yesterday…there aren’t that many run clubs in Boston that are like the one’s people see on IG.

There are competitive racing teams or incredibly informal groups out of cafes and breweries. There are maybe a handful that either predate or started during COVID.

Boston isn’t a “run club” scene city. Brands just have the same playbook for events and every year scramble to partner with someone.