Atlanta runners start the party at the Lululemon 10k Tour

October 26, 2022

DMSE Sports sets the stage for global apparel brand’s ‘running party’ with first stop on multi-city running event series

Oct. 26, 2022. ATLANTA /ENDURANCE SPORTSWIRE/ – Thousand of runners took to the streets of Atlanta on Saturday for the first stop on the lululemon 10K Tour, a multi-city race series presented by lululemon and DMSE Sports. Participants crossed the starting line at 8 a.m., traveling from Georgia World Congress Center, past lululemon Howell Mill store, to the finish line at Westside Reservoir Park. Touting a ‘running party’ atmosphere, the organizers designed an event that would foster a celebratory and community-focused experience. The tour heads to Houston next, with a 10k planned for Nov. 13.

“DMSE and lululemon have a shared passion for creating authentic and connected experiences. It was paramount to both presenters that we put the local communities hosting us in the spotlight and I believe we did just that here at our first stop in Atlanta,” said Matthew West, race director and CEO of DMSE Sports. “We were fortunate to collaborate with the best and brightest local organizations, and that made this event one that our runners won’t soon forget.”

Along the route, runners encountered cheering stations hosted by Atlanta Run Club, Humbl Hustlr, Atlanta Influences Everything, Front Runners Atlanta and the lululemon Howell Mill store. Across the finish line, the Post-Race Block Party awaited runners. There, they engaged with and enjoyed products from local businesses including Five Daughters Bakery, Mocha Pops, Peoples Town Coffee, and Juuice ATL, along with post-run recovery yoga led by Atlanta local Alyssa Owen.

While runners of all paces were welcomed, competitive participants clocked fast times to claim victory. Jared Bell took the men’s field with a time of 31:42. First place in the women’s field was claimed by Alexandria Cruz, who finished with a time of 37:08. Hailey Wilham was first in the non-binary division with a time of 1:00:57. Team Hicks and Nasser was victorious in the duo division, clocking in at 36:00.

Committed to local impact, the presenters selected Bridge of Light as their charitable partner. The Atlanta-based nonprofit’s mission is focused on restoring dignity and hope to people experiencing, transitioning from or at risk of homelessness. Participants were invited to make donations both during registration and on race day, with opportunities to contribute open through early December.

The lululemon 10k Tour is designed to celebrate the vibrant running communities in cities across North America while extending the spotlight to dynamic local partners, including nonprofits, businesses, and regional influencers, to create an authentic, community-focused experience for participants and visitors alike. The next stop for the series is Houston on Nov. 13, with DMSE and lululemon announcing new dates and stops early in 2023.

For more information on DMSE Sports, visit www.DMSEsports.com and follow them on Facebook, Instagram, and Twitter.


DMSE Sports is a full-service event-management organization, providing a full range of event and race production, management, and consulting services to support events of all sizes. Dave McGillivray and his team at DMSE Sports are responsible for the technical and logistical aspects of more than 30 races and walks per year. From overseeing organizing committees to working with local officials and handling registration, credentialing, lead vehicles, and course setup, DMSE Sports does it all. The firm has produced more than 1,000 events since opening its doors in 1981 and serves clients throughout the United States. For more information on DMSE Sports, visit www.DMSEsports.com and follow them on Facebook, Instagram, and Twitter.