True to the spirit of the Charlotte runner

For over a year and a half, the family behind Around the Crown 10K has been working diligently on our next chapter. We’ve been deep in conversations with what the future could and should look like here in Charlotte with those that are in line with the pillars that we’ve been built since Day 1. Those texts, phone calls, chats over coffee and beer (usually in the same day) have been with the team who created runCLTrun. Like us, they are a company that strives to move Charlotte forward, and that’s just what we’re going to do.

Over this time, we have been intentionally designing our efforts to make our sum so much greater than the individual parts. Thus, our new venture was created – Crown Collective, a brand that is true to the spirit of the Charlotte runner. Crown Collective is the umbrella brand for the expanding presence of the team behind Around the Crown 10K, everything that runCLTrun has founded, and with our mutual ventures. These events include:

What we are molding also encompasses all of the marketing efforts and resources provided by runCLTrun and Run it Back to help promote this city we’re devoted to pushing beyond its limits. We will continue our love of consulting based on our pillars of clean design, sustainability through running, inclusivity throughout, and our love of Charlotte.

The Brand

We are thankful to have worked alongside Rita Carroll of Out & Back Creative who knocked our dreams and visions out of the park. Rita is a Philly based creative and runner who works solely in the running and outdoor space. We want runners to see the brand of Crown Collective and know they have a place within it.

The palette we chose is regal, yet warm and open. The gold speaks to our city’s tie to our mines from the early 1800’s, while the blue emulates health, wellness, and movement with the teal. The inner connectivity of the rounded hexagon pulls in the core of Charlotte being known as a hornet’s nest which can be seen on crests throughout the city as well as our NBA team. Not to be missed, our new interpretation of the crown: a top down view of her, ten thousand feet up so we are able to zoom out and see the larger picture. Each of the diamonds represent a different point of view that will show us how we can become a larger connector for the running scene for the Queen City.

Crown Collective is a brand that is clean and unlabored, like a Saturday morning long run, effortless to maintain.

The partners

These amazing companies continue to support us through and through. They have grown with us as we’ve added another event, race, or wild idea of a scavenger hunt, with no questions asked. We’re giving a big ol’ southern hug to Brooks, Recover, OrthoCarolina, Feetures, Summit Coffee, and Carolina Sports Clinic for propping up the Charlotte running community! They’re beside us as well as the the running community stride for stride.

Next

We’re eating the fruit that is in season and we want your help to guide us. With our strong foundation, building in public feels right — you’ve shown us what’s needed, and we’re dedicated to give this community all we’ve got to make it the best it can be. Thank you for helping us build our city the way you want to leave it for the next generation of runners.