13.1
Permitted Miles
Full half-marathon course engineered, permitted, & staffed end to end.
From Apparel Brand to Endurance Property
Turned an athletic apparel brand's ethos into a permitted, repeatable half marathon & festival property.
01 / Verified Outcomes
The Results
100%
Brand-Owned Property
First-party runner registration data, merch commerce, & partner inventory owned outright.
01
Turnkey Operator Team
Strategy, permitting, commerce, & race-day execution managed under 1 roof.
02 / Brief, Role, & Production
How We Built & Operated Keep Going Half Marathon
The Challenge
An athletic apparel brand built around endurance & perseverance wanted more than a 10x10 tent at someone else's race expo. Renting space at third-party races meant competing with dozens of vendors and walking away without owning the runner relationship.
The goal was to create an owned endurance property from scratch: a permitted half marathon that embodied the brand's culture, united its community in person, & created a repeatable annual asset.
Operational & Commercial Command
Led by Co-Founder & COO Justin Humble, we took full operational & commercial ownership of the property from initial feasibility through race-day load-out.
We designed the course & runner experience, managed municipal permitting & public-safety agencies, structured the registration & commerce funnel, built the partner & sponsor village, and directed race-day execution from pre-dawn setup through the final finisher.
Key Deliverables
- Property concept, race format, & runner journey architecture
- Course routing, USATF/municipal permitting, & traffic control plans
- Registration commerce funnel, runner communications, & packet pickup
- Custom race medals, bibs, finisher apparel, & course signage
- Aid station operations, medical standby, timing, & finish-line festival
03 / Field Documentation
On the Ground
04 / What It Proves
Why This Matters for Your Brand
Growth-stage apparel, wellness, & CPG brands do not have to rent attention at someone else's event forever. When brand strategy and real operational capability sit at the same table, a brand can build & own the flagship event in its category.
The systems built for the Keep Going Half Marathon now power Event Dept.'s Owned Events & Event Management practices.
Practice 04
Owned Events
Event series & properties your brand hosts, grows, and owns.
Explore Owned Events
Practice 02
Event Management
Planning, production, & the people who run event day.
Explore Event Management
Practice 05
Sponsorships & Partnerships
The partners & packages that fund the experience before the doors open.
Explore Sponsorships & Partnerships
Apply / Start an Engagement
Let's Build Something Real.
We're selective about the brands we take on. Tell us about yours. If there's a fit, we'll reply within 2 business days to set up an intro call.