Thousands of participants in The Color Run will see the rear end of the Chevy Spark this year as the city car paces the fun 5K races. Thanks to a sponsorship agreement between Chevrolet and The Color Run, Chevy’s first city car for the U.S. and Canada has become the official vehicle and pace car for the events through 2013. Having made its debut last year, The Color Run is an amusing take on running, as the participants in the 5K competitions get covered in different colors for each kilometer they run.
“The Spark and The Color Run are perfect running mates because both appeal to style-conscious, high-energy urbanites who don’t live life in neutral,” said Cristi Landy, marketing director, Chevrolet Spark. “We hope Color Runners will like what they see when they meet the Spark.”
In August, the Spark paced nearly 10,000 runners at The Color Run at Aviator Sports Center in Brooklyn. For the runs in New York, the city car sported a custom paint scheme with multicolor layers on a white base of the exterior as well as splashes of bright color on the already-color-coordinated interior — mimicking the look of a color-doused runner at the finish line of the event. In addition, race organizers partner with a local charity in each city.
For 2012, the schedule of The Color Runs is as follows:
- September 9 – Washington, D.C.
- September 29 – Portland, Oregon
- October 21 – Miami, Florida
- November 11 – Houston, Texas
- December 2 – Orlando, Florida
- December 15 – St. Petersburg, Florida
The 2013 schedule will be announced in the coming months.
The GM Authority Take
Since the Spark is already available in vivid colors such as Jalapeno, Salsa Red, Lemonade, Denim Blue and Techno Pink, the partnership with The Color Run seems a great fit to introduce the city car to active urbanites who also happen to need (or want) an automobile. As such, this seems like like the perfect match, exposing potential customers — some of which may not have even considered a Chevrolet — to the brand and its specific offering city dwellers.