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Puregold introduced a fresh take on experiential retail by staging its inaugural Hakot Relay Run at Burnham Green Park in Luneta, transforming a popular Filipino activity into a large-scale, community-centered event.

The relay, held on November 22, drew thousands of enthusiastic participants, underscoring Puregold’s ongoing efforts to strengthen community engagement as part of its long-term strategy for brand affinity and customer growth.

Rather than following the typical fun run structure, the three-kilometer activity blended fitness, entertainment, and Puregold’s signature “hakot” experience. Each team, composed of three members, competed not just through running but through strategy. Participants navigated a hakot segment where they hurried to collect grocery items and load them into sling bags before passing the challenge on to the next runner.

The lively, high-energy setup created an atmosphere that brought together families, groups of friends, and entire communities—delivering an experience uniquely reflective of Puregold’s identity.

Puregold also staged a Sunset Concert at the venue, where OPM and P-Pop performers such as KAIA, G22, Press Hit Play, and the duo BREKA (Brent Manalo and Mika Salamanca) filled the park with live music and turned the relay into an afternoon celebration for families and fans alike.

All participating runners were winners as they took home a Puregold Hakot Relay Finisher’s Medal, an official race singlet, and a grocery sling bag, made exclusively for this inaugural event.

The Puregold Hakot Relay Run is reflective of the company’s broader goal to uplift Filipino communities and celebrate everyday wins.

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.”

The tremendous success of Puregold’s first-of-its-kind relay affirms the potential of more creative, community-driven initiatives to strengthen brand affinity while deepening customer loyalty.

(Header image credit: Left photo by Running Photographers)