The NCAA D1 Cross Country Championships is more than a race—it’s the pinnacle of grit, team spirit, and pure running energy. This year, we teamed up with Adidas Running to infuse some extra excitement into the event, and Madison, WI, was the perfect stage.
Our crew touched down in Madison days before the big race with one mission: create an unforgettable space for the running community. From the ground up, we built a pop-up shop inspired by a deconstructed cross-country course. Posters lined the walls, custom bibs were on full display, and bright pink, orange, and yellow flags waved over turf flooring, setting the scene for an immersive and nostalgic runner's haven.
With the pop-up ready, we opened our doors to an incredible lineup of events, welcoming NCAA athletes, high schoolers, UW Madison club track runners, and the local running community.
Some highlights:
- We kicked things off by hosting the UW Madison track team to celebrate Nationals in their backyard. Both the Badger women’s and men’s teams earned their place on the national stage, finishing 22nd and 4th, respectively.
- Former BC Eagle and Heartbreak marketer, Haleigh Morales, led a light run around the iconic Madison capitol building and brought the crew back to the pop up to hang with Adidas pros Katelyn Tuohy and Elly Henes. Runners of all levels came together to hang out, get inspired, and share their love for the sport.
- The night before Nationals, we took to the streets for an unsanctioned mile race, cheekily dubbed "Not Nattys." The competition was fierce, and Jacob McLeod and Maddie Mooney came out on top, pocketing the cash prize and earning well-deserved bragging rights.
- A private podcast recording with The Runaround Podcast hosted in our pop up featuring Nequa Valley High School athlete & aspiring journalist Sienna McEneaney and Adidas Athletes Katelyn Tuohy & Elly Henes. Listen HERE!
- A custom in-house studio flicking up NCAA athletes pre & post race.
- Finally, we witnessed the magic of Nationals—the culmination of countless miles and hard work. From cheering on the athletes to connecting with friends of Heartbreak, it was a day filled with unforgettable moments.
Cross Country, you never disappoint. Until next time.
Find all photos from our week of fun HERE shot by @2gethercreative.