Color Run inks deal for global expansion

The Color Run, a 5K paint race series, has signed a partnership agreement with IMG Worldwide to expand to Europe and Asia.

The Color Run, a 5K paint race series in the U.S. and Canada, has signed a partnership agreement with IMG Worldwide to expand to Europe and Asia.

“It was clear from the beginning that The Color Run had hidden magic,” said The Color Run Founder and CEO Travis Snyder in a statement. “The Color Run Tour has quickly spiraled into the largest 5K series in history. We are thrilled to be working with IMG to share this wonderful and surprising global sensation with the entire world.”

In the Color Run events, runners start wearing white clothing. At each kilometer mark, a different colour of paint powder is released to cover participants. The events are less focused on speed and more on crazy colour fun with friends and family. At the finish line, the Color Festival kicks off and the air is filled with music and endless colour combinations as participants get in on the color throwing fun.

“The Color Run is a happening and a chance for people to get together and have fun,” added Snyder. “Sure, it’s about fitness and living a healthy lifestyle, but it’s also about sharing that experience with friends; on-site and digitally through social networks.”

This event series kicked off in the U.S. in 2011 with 50 original events, and now has more than 100 in the U.S. and Canada, as well as several successful events in Australia and Brazil. IMG’s plan is to expand into dozens of cities in Europe and Asia.