MILE HIGH MILE BY BROOKS at outside days
We carved a path that connects run culture to festival culture.
Challenge
Outside Days sought to curate The Mile High Mile powered by Brooks – a scheduled movement experience and spectacle. The challenge: balance visibility, safety, and crowd flow without disrupting festival programming and instead creating an authentic cross-cultural connection and core memory for participants.
Services
Strategy
Creative
Production
Solution
At Outside Days, Groundswell produced a multi-day fun run, trailing a 5,280 foot on-site loop throughout festival grounds, woven through brand activations, entrances, and performances stages.
Although the run was scheduled to begin and end a the Brooks activation during planned periods, the route remained live all weekend, inviting attendees to run, jog, or walk at their own pace. The experience design included pre-promotion sign-ups to participate, signage and wayfinding to provide omnipresent Brooks visibility, photo moments, and glam stations and accessory giveaways. The run maintained a fun approach, emphasizing inclusive participation that welcomed all ages and abilities to be a part of a communal moment that defines the ethos of Outside.
200+
runner registrations
