Soaring with Support

By Mikkel Hyldebrandt

Front Runners Atlanta – the running, walking, and social club for the LGBTQIA+ community and its allies – has always been busy with various activities to attract new members and give back to the community. But within the last years, and with the generous support of lifestyle brand lululemon, the organization has soared, giving their annual Atlanta Pride Run an incredible boost.

DJ Pulce, Branding and Pride Run Chair with the Front Runners, puts a lot of time and effort into all the organization’s initiatives along with other team and committee members – and it is paying off in a big way. “We’ve seen how participation in other races has dropped over the few last years, but we’ve really cracked the code in not only getting people to participate but also to keep their interest,” he says, underlining the fact that participation has nearly doubled since the last Pride Run.

Front Runners Atlanta has always been immersed in the LGBTQIA+ community since its inception in 1991, with its overarching mission dedicated to uniting the community to raise awareness and funds for those impacted by HIV. But since about two years ago, when lifestyle and activewear brand lululemon entered a collaboration with Front Runners, the social running club has dramatically scaled

its activities and reach within the community. It started after last year’s Atlanta Pride festival, where lululemon filled the streets of Atlanta with their lululemon 10K Tour and tasked Front Runners to create a post-race Pridethemed block party experience.

The experiences, ideas, and lessons learned from last year are now being implemented –and scaled! – at this year’s Atlanta Pride Run & Walk 5K. With the support of lululemon, the Front Runners’ committee has developed a full-fledged experience under the catchy slogan “We See You” that seeks to be as inclusive as possible. With the help and resources from lululemon, Front Runners has identified several beneficiaries for this year’s Pride Run, that include AID Atlanta, Bridge of Light, and Lost-n-Found Youth.

As part of the Pride Run campaign, Front Runners created a multitude of charitable events that all aimed to raise funds for their beneficiaries – like a car wash, drag queen yoga, a margarita bust, a queer yoga session, and much more. A good portion of the funds has also been converted into initiatives that visibly impact the beneficiary organization. Front Runners made sure the Bridge of Light “Dignity Bus” got a much-needed refresh. The bus offers mobile showers, laundry, and

barber services to the temporarily unhoused so that they can face the world with dignity. They also worked with Lost-n-Found Youth to provide running shoes for the homeless LGBTQIA+ youth currently housed with the non-profit.

At this weekend’s Pride Run, the “We See You” race slogan will also be very visible, with flags lining the racecourse symbolizing runners and walkers in our community who feel unseen and empowering them to raise their voices and be heard. Moreover, the Pride Run will feature another post-race block party to keep the celebration going.

Another cause for celebration: For the first time in the organization’s history, the Front Runners will be honoring local Atlantans who exemplify its mission, values, and legacy. The award recipients include Mayor Andre Dickens, Barry Sermons (HIV activist), Amber Brainerd (Community Volunteer), and Kamari (“Anna” Haugabook (Program Graduate).

“I think we have found a way for participants to not only to enjoy the event but also feel part of the community,” says DJ about the race’s success, which already has beaten several records (including the number of lululemon race shirts given away with registration). DJ is the first to acknowledge just how much the support of lululemon has meant to push the organization’s goals beyond their imagination. “With lululemon’s support, we have been able to elevate our efforts to find a way for everyone to feel seen and to connect to our larger purpose and sense of community. I’d like to think that we have been able to form an inspiration.”

If you want to learn more about the Front Runners Atlanta, you can visit them at frontrunnersatlanta.org, where you can also register to be a part of the 2023 Pride Run & Walk 5K – there are still a few spots (inperson or virtual) available!