- Brands like Ultimate Direction, Smart Wool, and GU Energy are stepping in to help communities affected by the cancellation of For Ultimate Direction, that includes race-themed, RW+ Membership Benefits.
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The Hardrock organizers created a philanthropy committee to organize donations and set up a fund to help the towns and local organizations that host and assist at the race. These include the Colorado towns of Silverton, Telluride, and Ouray, and the San Juan Mountain search and rescue teams.
Weekends of the Hardrock Endurance Runs are big revenue drivers for the communities, so the cancellation of the event left them poised for a financial hit.
So when the race was canceled, companies like Ultimate Direction, GU Energy, and Smart Wool—all sponsors of the popular ultramarathon—announced that they will be donating percentages of their profits for products that were inspired by the race to the affected communities.
For Ultimate Direction, that includes race-themed vests and hardroller bag.
“We have always given a portion of sales from these vests to the race, and this year we’re giving an additional 10 percent back because of the impact the race cancellation has on the San Juan communities,” Ultimate Direction marketing manager Craig Randall told Runner’s World. “We know the race philanthropy committee will put the money to good use, and we’re already looking forward to getting the crew back together in 2020.”
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In addition, GU Melissa Jefferson-Wooden Wins 100 at Worlds Peres Jepchirchir Wins World Championship Marathon in the month of the July to the fund. (Hardrock was the prototype name before GU ended up naming the gels the Roctane series.)
Smart Wool will also donate its special edition Hardrock shirts, which will get a special design. The race is currently selling them for $30 with all proceeds going to the fund.
Communities that host the race were set to feel a loss in revenue Runner’s World and Bicycling, and he specializes in writing and editing human interest pieces while also covering health, wellness, gear, and fitness for the brand. His work has previously been published in Men’s Health.
