Running has always had this beautiful symbolism: the freedom to move forward, to express your strength, to chase something better. But that freedom hasn't always felt equally available to everyone. Whether it's feeling out of place at the starting line or not seeing yourself in the spaces and stories around you, many Black runners have had to carve their way into a sport that should have always been theirs too.
That's why Juneteenth is such a powerful moment for us in the specialty run industry. It invites us to listen, learn, and use our platforms to create a more welcoming and inclusive culture.
Altra Running shared, “As a day to commemorate freedom for African Americans, Juneteenth signifies liberation, community and reflection. Altra is excited to once again sponsor the Juneteenth Marathon in Washington DC and empower runners to come together in fellowship. The Juneteenth Marathon creates a moment to collectively celebrate freedom, autonomy, and choice through running.”
Altra is not just talking about sponsoring a race. They’re talking about investing in what the run means to people; especially people who haven’t always been included in the conversation. Altra’s grant program for two new trail runners to participate in the Half Marathon & 5K is one small, powerful way to break down barriers and build up belonging.
So, What Can We Do?
You don’t have to host a national marathon to make a difference. But as local retailers, we do have influence. We know our communities. We see who shows up, and who’s missing. We have a chance to open our doors wider.
Here are some simple, meaningful ways we can bring Juneteenth to life in our stores:
* Host a community run that honors the holiday. Keep it casual, keep it joyful. Invite local Black running groups, or even partner with schools or churches. Make it more than just miles; share a little history, a little music, and a whole lot of community.
* Offer support for runners who are just starting out. Sponsor entries or gear for runners from underrepresented groups. Think of it like planting a seed, the next leader or race director could walk in tomorrow needing a little encouragement to get started.
* Educate and reflect, do it together. Use your walls, windows, and social feeds to share what Juneteenth is about. Maybe post a story each day leading up to the 19th, or feature Black voices in running. Let your team and your customers know this matters to you.
* Stock with intention. Carry and promote Black-owned brands when you can. If you don’t know where to start, ask. Customers notice when your store reflects more than just the big names. Bring in Gu’s new fruit punch flavor that supports the Running Industry Diversity Coalition (RIDC); this incredible organization unites the running industry to improve the inclusion, visibility, and access for Black, Indigenous, and other people of color.
* Keep the energy going all year. Juneteenth can spark something that lasts beyond June. Think about what “community” really means in your store and who still feels like they’re on the outside looking in. At Charlotte Running Company we hosted the “Find Your Path Career Summit”. It was a significant event organized by the Running Industry Diversity Coalition, the summit aimed to promote inclusivity and broaden access to career opportunities within the running industry. Overall, the summit provided valuable opportunities for networking, learning, and community building, contributing to the ongoing efforts to diversify and expand career pathways in the running industry.
The Bottom Line
Running is more than sport; it’s freedom, it’s healing, it’s movement in every sense of the word. And it’s powerful when we use our roles as store owners, brand executives, team members,and community leaders, to help others find that freedom for themselves.
To quote Altra again: “We honor the day by reflecting on our role in cultivating community on the trail and support and welcome those dedicated to improving themselves as individuals and their communities. Running is an incredible space for freeing your body and mind and creating community on equal ground.” Juneteenth invites us to do just that. To show up, to open up, and to run alongside one another in new ways. Let’s be a part of building a run community that looks like the world we want to live in: free, strong, and for everybody.
Cheers, Harry
