Get ready to sprint into 2024, because Pasadena’s hosting a race on New Year’s Eve.
Dubbed the ‘Run with the Roses 5k,’ clothing brand Lululemon is teaming up with the Tournament of Roses for a special New Year’s run. When the clock strikes midnight, thousands of runners will make the dash across Colorado Boulevard.
“We are so excited to be partnering with the iconic Tournament of Roses as well as supporting local organizations Latino Outdoors and InterTribal Sports for our Run with the Roses 5K,” said Kara Schlosser, Lululemon’s senior vice president of Brand Marketing and Community. “We can’t wait to bring the vibrant run community of Pasadena together to kick off 2024 and celebrate wellbeing in the New Year.”
The 5K will start at the Pasadena Lululemon store, at 101 W. Colorado Blvd., head east on the boulevard and then curl back west just before mile marker 2. It will then end at 300 E. Colorado Blvd., The Paseo, after 3.1 miles of New Year’s fun on a part of the Rose Parade’s 5.5- mile route.
Registration costs $29, with a limit of 2,500 participants. Runners will receive perks including a custom medal, a race bib, and an invitation to the ‘post-race experience.’
For every registration, $10 will go toward Latino Outdoors and Inter Tribal Sports. Latino Outdoors is an organization dedicated to connecting Latino communities with outdoor activities, and Inter Tribal Sports strives to bring athletic programs to Native American youth.
Lululemon will also launch a pop-up shop on 42 W. Colorado Blvd., open from Dec. 28 to Jan. 1. According to a company spokesperson, the shop will offer “exclusive co-branded products” with a 25% discount for runners.
David Eads, CEO of the Tournament of Roses, said the collaboration was a no-brainer, hoping it leads to a continued tradition.
“We’ve always had a lot of runners along the parade route throughout the night,” Eads said at a recent press briefing about the parade. “We thought ‘why don’t we organize a run that can really engage the families,’ so we can start the new year in a safe and healthy way.”
“We want this to hopefully become a new traditional event that we host every year here in Pasadena,” Eads said.
Lululemon is a Canadian-American clothing brand known for selling athletic apparel. Founded in 1998, the business has 655 locations across the globe.
This year’s parade theme is “Celebrating a World of Music: The Universal Language.” Bands, floats, and celebrities from around the world will hit the streets of Pasadena on Jan. 1, celebrating the 135th annual Rose Parade. The event is sponsored by Honda.
To register, visit the Run with the Roses website at lululemonrunwiththeroses5k.com/. The page also includes parking details, volunteer information, pick-up details, and the full course map.