Jogger was a collaboration between Edgar Allan, Atlanta artists, and Monday Night Brewing. We created the brand, managed the go-to-market, and even jogged the 5k.
More spectacle than sprint, Jogger is a 5K for everybody — whether you actually like to run, or just need an excuse to get your butt up in the a.m., get a little easy exercise with friends, support local artists, or explore Atlanta’s unique Westside. Oh, and if you do happen to finish first, you get the first Monday Night Brewing beer. That might just be reason enough.
1% run, 99% t-shirt
When we conceived of Jogger, we wanted to build a grassroots effort to bring together the arts and activity. So we partnered with Monday Night Brewing to create a 5K for people who run for leisure but also like art, craft beer, and swag, including an incredibly soft tee and a commemorative beer glass Monday Night was happy to fill with brew at the finish line.
Art, miles, beer
Our West Midtown course meandered through The Goat Farm Arts Center, Westside Provisions District, Westside Cultural Arts Center, and ended at Monday Night Brewing’s taps, featuring pieces from ATL fixture artists along the way, like BlackCatTips, JoeKingATL, sQuishiepuss, evereman, sad stove, and others.
Running is a social sport
Before the race, we spun up all the typical social channels, teasing race gear, fun motivational sayings, and artist details on Instagram, Facebook, and Twitter. The push got us more than 100 participants, even more supporters, and an enthusiastic course-long cheering section.
5K jog and $5K artist fellowship
This wasn't just fun, it was for a good cause too. We partnered with AIR Serenbe to award a Focus Fellowship to one of our artists featured along the race route. Participants got to vote, the winner got a one-month residency inside the creative community at Serenbe, plus a cash stipend of $1,500 and public programs and events — all-in-all a contribution of $5K. How’s that for a double entendre?
Thanks especially to the artists and our volunteers, AIR Serenbe, Monday Night Brewing, the Atlanta Contemporary, and, of course, the joggers themselves.
Needless to say, we are incredibly grateful and learned more than a few things from Jogger. We're already training for next year.