Longmont’s Oskar Blues Creates Special Can for Bolder Boulder’s 40th Anniversary
’40 YEARS BOLD’
What: This 160-page, hardbound book is a commemorative edition marking the 40 years of the Bolder Boulder 10K road race
How to order: Presale orders are available for a limited time at tinyurl.com/40yearsbold
Cost: Special presale offer is $24.95
Delivery: Books are due to be delivered and hit store shelves in late April
Longmont’s Oskar Blues unveiled its new signature beer can on Friday in celebration of Bolder Boulder’s 40th anniversary.
Oskar Blues and Bolder Boulder teamed up to create a special edition can of pinner to celebrate the race’s anniversary. The collaboration is based on creating a product that would best sum up the event’s attention to community and camaraderie.
Bolder Boulder and Oskar Blues have partnered on the race for the last four years.
Stephanie Winslow-Sell, the communications manager for Bolder Boulder, said that Oskar Blues is integral to creating a community-oriented atmosphere at the race.
“Oskar Blues is super involved in the community on race day,” Winslow-Sell said. “We think they’re a really awesome partner for this event.”
The beer company has put on a battle of the bands-esque competition where the winner performs on race day. They’ve set up slip and slides and, of course, provided runners 21 and older with complimentary beer.
Chad Melis, the marketing director at Oskar Blues, said that they worked closely with Bolder Boulder in developing ideas and fleshing out a creative product.
“Our cans are our most impactful way to reach the beer drinker,” Melis said. “It was a great opportunity to promote (Bolder Boulder).”
There will be 300,000 of the special edition cans shipped throughout the state as well as given out to runners on race day.
According to Winslow-Sell, planning for the 40th anniversary event goes back for two years. Organizers wanted to focus on the sense of community the race creates. For the anniversary, runners will get the opportunity to submit their favorite memories for a chance to have their stories presented on race day.
Runners can share Bolder Boulder photos and stories with the hashtag #40YearsBold on Instagram, Facebook or Twitter, or by submitting them through the event’s website at bit.ly/2wQQ8hp.
“The community is really what makes Bolder Boulder unique,” Winslow-Sell said.
Winslow-Sell said in an email that she wants to “reconnect previous participants and invite new participates to come and experience the Bolder Boulder.” On top of the exchange of participants’ stories, runners will get to hear about the origins of the race as well as the history of the sport of running.
The Bolder Boulder takes place on Memorial Day, and this year’s occasion will include a tribute to the 10th Mountain Division, one of the most deployed units in the Army. Winslow-Sell said that honoring fallen soldiers remains an important addition in the day’s events.
“It’s one race, but it’s 50,000 stories,” she said.