We can certainly appreciate the frustration that many people feel over having had their organized running efforts dashed because of the COVID-19 pandemic, especially since this Sunday would have been the Broad Street Run, a spring staple in Promo Marketing’s Philadelphia base. In Texas, iTRI365 is looking to keep Lone Star State residents hopeful through its CoRUNa Race Series, an initiative that while worthy of applause in the pun game also deserves credit for its support of local businesses through promotional products giveaways for registrants.

Instead of the usual T-shirt and medal, this race series is hanging out swag from local businesses to virtual race finishers. https://t.co/KWwkZNhPkC

— Runner's World (@runnersworld) April 28, 2020

As Runner’s World notes, it’s customary for races to give participants T-shirts and medals, but as we contend with ever-changing global circumstances, things have changed a bit. Starting in May, then, those who sign up for the series and log 30 cumulative miles will receive branded merchandise that iTRI365 will have bought from east Texas businesses, rather than the usual race-branded gear.

During the pandemic, we have seen a few apparel-based campaigns that have sought to give businesses and communities a boost, so this move by iTRI365 will give promotional products a chance to join the crusade to counter coronavirus and build the theme rapidly gaining clout among industry personnel that people should be thinking about helping and not selling during this time.

iTRI365 general manager Meredith Bryans told Runner’s World that her organization has thus far “put $2,000 back into the local economy with our swag purchases and using local shipping.” That total will see self-care items, one of the mainstays of the promotional products world, going to those who enjoy a prosperous slate of running adventures next month, and one would expect that as she and her colleagues ponder more themes for the giveaways that the amount of cash could reach a lofty height.

In looking at how easily iTRI365 has bonded with Texas businesses and in realizing just how many running events would have gone on across the country this spring and summer if not for COVID-19, one could deem it pretty easy for race organizers in other states to duplicate the idea of helping local establishments while reinforcing the power of promotional goods to build esteem. Here’s hoping that as we strive for a return to relative normalcy that more partnerships rooted in altruism of this sort become commonplace and well publicized.