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What this St. Louis running event's deal with a major shoe brand means for its future

Festival of Miles announced that major running shoe brand Hoka One One has signed on as the running event’s first-ever title sponsor
Credit: SLBJ

ST. LOUIS — The Festival of Miles was originally envisioned as a one-time event. But the St. Louis sporting event, which has included some of America's top distance running athletes, has had staying power.

As the annual charity track meet has grown in stature since its launch in 2008, so has the time commitment from the all-volunteer group that stages it. That led the group to seek a partner.

“Without a more stable foundation of not only money, but just support and logistics, it was going to be difficult to keep this thing going with that same crew,” said Meet Director Carter Snow.

Festival of Miles has found that stability, announcing this month that major running shoe brand Hoka One One has signed on as the running event’s first-ever title sponsor. Financial terms of the sponsorship were not disclosed.

Founded in 2009, Hoka has become one of the leading running shoe brands globally. Owned by publicly traded Deckers Brands (NYSE: DECK), Hoka had sales of $141.6 million — up 52.1% year over year — in the quarter ended Dec. 31.

Festival of Miles was initially held in 2008 as a fundraiser for a Saint Louis University track and field athlete who was injured in a car accident. The event, staged by the nonprofit Festival of Miles Foundation, each year donates a portion of its ticket sales to an athlete in need. Since its founding, it has given more than $85,000 to those athletes.

Held at St. Louis University High School, Festival of Miles is headlined by a men’s professional mile race that has more than 30 runners finish under the famed 4-minute mark. 

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