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Racing Forward With Intention

  • Participant at COX Peachtree Road Race WITS Brand Activation Event
  • Participant at Cox's Peachtree Road Race sponsorship event
  • Participant at Cox's Peachtree Road Race sponsorship event.
  • Participant and vendor talking at Cox's Peachtree Road Race sponsorship event.
  • Participant at Cox's Peachtree Road Race sponsorship event.

The Impact

50k
15k
3
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The Ask

In 2024, Cox Enterprises expanded its sponsorship of the Peachtree Road Race, held annually on July 4. Cox wanted to increase its visibility as a lead sponsor in four key areas: at the pre-race Health & Wellness Expo, at the finish line in Piedmont Park, at a race hydration station, and in the Partner Village. Each activation area would emphasize Cox as a preferred place to work as well as an invested partner in the community.

The Solution

Starting with the pre-race Health & Wellness Expo, WITS created an immersive experience that highlighted Cox Farms, offering fresh strawberry smoothies, and engaged runners with a unique video photo opportunity that would imitate crossing the custom finish line.

WITS designed a recovery zone in Piedmont Park that welcomed runners to cool off with resort-style shaded lounge seating and offered electrolyte-fueled popsicles as a post-race treat. A dedicated shaded space equipped with yoga mats was available for stretching. 

WITS created experiences that engaged with runners before, during, and after the race, elevating Cox’s visibility with more than 50,000 runners across three days in four different locations.

Image of participants during Cox's Peachtree Road Race sponsorship event.

Services Provided

Brand Activations, Event and Attendee Management, Digital Content Creation, Exhibits