INSIDER SPOTLIGHT
Held on Nov. 22 at Burnham Green Park in Luneta, the Hakot Relay Run drew thousands of participants, reflecting Puregold’s sustained focus on community-building initiatives that support its long-term brand and customer growth strategy.
How it worked
The three-kilometer relay, described in a press release, put a twist on the typical fun run format by fusing fitness, entertainment, and Puregold’s iconic hakot culture. Teams of three completed the course not by outrunning competitors but by outstrategizing them.
The centerpiece of the relay was the hakot segment, where runners secured grocery items and packed them into sling bags before tagging the next teammate.
The result was a colorful and energetically charged scene that brought together families, barkadas, and neighborhood groups.
Between the lines
Amplifying the festive atmosphere, Puregold staged a Sunset Concert featuring OPM and P-Pop acts KAIA, G22, Press Hit Play, and BREKA—duo Brent Manalo and Mika Salamanca—turning the entire afternoon into a multi-generational community gathering.
What participants took home
All runners capped the day with a Puregold Hakot Relay Finisher’s Medal, an official race singlet, and an exclusive grocery sling bag created specifically for the debut edition of the event.
What they’re saying
Puregold president Vincent Co, who led the first wave of runners, said, “wins come in many forms. This is a new one for us, as Puregold tries to create moments where families, friends, and communities can connect. This Hakot Relay Run gave us a chance to do exactly that.”
Why it matters
The strong turnout and overwhelmingly positive crowd response underscore the potential for more creative, community-centric retail experiences. For Puregold, the success of its first Hakot Relay Run reinforces how experiential initiatives can strengthen brand affinity while nurturing deeper customer loyalty. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma
