Introducing Crown Collective: A New Chapter for Charlotte’s Running Community

August 4, 2025

Born from the local run scene, Crown Collective launches by acquiring Racefest and opens the door for an inclusive and packed events calendar that celebrates Charlotte and its community

Charlotte, NC (August 4, 2025) /ENDURANCE SPORTSWIRE/ – The team behind Around the Crown 10K Together with Truist, is proud to introduce Crown Collective, a new brand created in partnership with runCLTrun to serve Charlotte’s runners. Rooted in a shared mission to move the Queen City forward, Crown Collective brings some of Charlotte’s most iconic races, community events, and marketing initiatives under one unified vision that celebrates every runner’s journey.

“Charlotte’s running community is so inspiring, we wanted to offer something to help keep us pushing forward,” says Brian Mister, race director of Around the Crown 10k Together with Truist and co-founder of the Crown Collective. “The Crown Collective is a celebration of how much the city has grown. Throughout this whole process, we’ve gathered perspectives from the community over countless hours of collaboration and listening. Together with runCLTrun, we’re building on a strong foundation to create a more inclusive and supportive community for every type of runner.”

As part of Crown Collective’s first steps, they are proud to announce the acquisition of a long-standing Charlotte running event, Racefest. For the past two decades, Racefest has established itself as a spring staple for Queen City runners, hosting a half-marathon and 10K. Next year, on April 18, 2026, the race will feature a new start and finish line, as well as a Kids’ Race, making room for growth. Setting off from Symphony Park, runners will weave through the streets and closed roads towards a professionally timed and certified finish. Crown Collective worked closely with former owners, Junction 311, to plan their future stewardship of the event, honoring the legacy that Scott Dvorak, race founder and owner of Charlotte Running Company, established in 2002. As Crown Collective looks ahead, it will guide the race forward with its core pillars of inclusivity, sustainability, and a celebration of Charlotte. Registration will open on August 5, 2025.

“As we take our first strides as Crown Collective, we are committed to building in public and evolving alongside the community we serve,” says Lisa Landrum, founder of runCLTrun, Forward Motion, and co-founder of Crown Collective. “We’ve seen so much growth in our community over the years, not only through race development and running groups, but in real life. We’re seeing runners who first participated in our Forward Motion summer camps toe the line at Around the Crown 10K. Crown Collective is about supporting and celebrating every runner’s journey. We’re so ready to grow together.”

Crown Collective now serves as the home for several celebrated events, including the NoDa 5K presented by NoDa Brewing, Forward Motion Summer Camps powered by Brooks, the Charlotte Summer Track Series powered by Brooks, the flagship Around the Crown 10K Together with Truist, and Charlotte Racefest. Beyond hosting races, the brand offers marketing and consulting services, furthering its commitment to clean design, sustainability, and inclusivity across all projects. Crown Collective launches with established partners in the Charlotte running community, including Brooks, Recover, OrthoCarolina, Feetures, Summit Coffee, and Carolina Sports Clinic.

If you’d like to explore Crown Collective and their future plans, visit www.crowncollective.run or contact Tim Nooney, tim@darbycommunications.com.

About Crown Collective

Crown Collective is a Charlotte-based running brand built on the mission to move the Queen City forward. Crown Collective unites signature races, inclusive community events, and thoughtful marketing initiatives under one cohesive vision. With a focus on sustainability, clean design, and accessibility, the brand serves as a home for events like the NoDa 5K, Charlotte Summer Track Series, Forward Motion Summer Camps, Racefest, and Around the Crown 10K, Together with Truist. Crown Collective also offers marketing and consulting services. Learn more at www.crowncollective.run.

Contact:

Tim Nooney
Darby Communications
tim@darbycommunications.com
720.955.9593