The Race Case Study

December 12, 2025•3 min read

CASE STUDY: The Race — Community, Culture & Movement Since 2018

Brand Strategy · Marketing · Event Production · Community Engagement

Since 2018, I’ve served as an essential creative partner and community architect for The Race, a national running and wellness experience designed to celebrate, elevate, and unite Black runners, walkers, organizations, and businesses.

My work spans branding, event production, marketing strategy, vendor experience, storytelling, speaker facilitation, and on-site operations, helping The Race grow into one of the most beloved and culturally grounded running events in the country.

Below are my core duties and responsibilities over the years — the receipts behind the impact.

Brand Strategy & Campaign Development

Developed and executed multi-year marketing campaigns that showcased The Race’s mission, community partners, and event experience.
Created cohesive brand stories, themes, and messaging that strengthened The Race’s cultural identity.
Designed visually compelling promo materials, flyers, videos, and social content that enhanced brand recognition.
Supported the evolution of The Race’s visual identity through creative direction and content strategy.

Social Media & Digital Content Creation

Produced ongoing digital content across Instagram, Facebook, TikTok, and email, increasing visibility and community engagement each year.
Created speaker spotlights, sponsor highlights, storytelling series, and event countdowns to build momentum.
Crafted captions, scripts, and short-form videos that translated the spirit of The Race into digital experiences.
Collaborated with ambassadors and influencers to expand reach and cultivate authentic participation.

Vendor + Partner Relations

Facilitated communication and support for dozens of local Black-owned businesses featured at The Race Expo.
Helped guide vendors on branding, promotional expectations, and best practices for successful sales.
Designed and led vendor marketing workshops, teaching strategies on visibility, content creation, and audience engagement.

Speaker Coordination & Presentation Coaching

For three consecutive years, led the workshop “Yes You Canva,” equipping speakers, sponsors, and vendors with branding and content-creation skills.
Functioned as a backstage resource ensuring presenters were prepared, confident, and aligned with event flow.

Event Storytelling & On-Site Production Support

Assisted with on-site direction during event weekend activities including the Expo, Community Impact Service Day, and The Race Movement Series.
Provided creative oversight on event-day content capture, ensuring photographers and videographers secured emotional, story-rich footage.
Helped shape the narrative for annual recap videos and highlight reels featuring runners, sponsors, and community partners.
Guided the creation of the 2024 mini-film concept highlighting how Black runners and walkers sustain The Race.

Operational Support & Experience Design

Collaborated with organizers to streamline communication, workflows, and processes for smoother event execution.
Offered structural recommendations for programming, timelines, and attendee experience improvements.
Provided behind-the-scenes administrative support, ensuring teams, vendors, and presenters had what they needed.

Community Building & Cultural Engagement

Helped nurture an inclusive, celebratory community rooted in health, belonging, and Black excellence.
Created conversation-driven content that amplified community voices, historic context, and wellness narratives.
Supported initiatives like the Community Impact Service Day, fostering deeper connection between participants and the surrounding neighborhoods.

Special Projects & Creative Contributions

Assisted in planning and conceptualizing additional Race-branded activations throughout the year.
Contributed to brainstorming for new experiences, marketing rollouts, partnerships, and ambassador strategies.
Provided ad-hoc consulting on audience engagement, storytelling, and brand alignment whenever challenges or opportunities arose.