BURSTING in a rainbow explosion, Sunderland officially launched its new Color Run.
Scores of onlookers watched as willing volunteers donned white T-shirts and were doused in brightly coloured powder for the launch of the event, dubbed “the happiest 5k on the planet”.
Tickets for the American fun run went on sale at 9am yesterday morning, and 40 per cent of the places were snapped up in the first four hours, making it the second fastest event behind London’s own Color Run.
Thousands of people signed up to walk, run and dance their way around the course, which has yet to be unveiled.
The event, which has its roots in the ancient Hindu Holi Festival – often known as both the festival of love and the festival of colour – is set to take place in July.
The chief operating officer of Sunderland Live, Chris Alexander, said the run would be extra special.
He added: “When people hear the word ‘run’ it can sometimes put them off taking part in things like this.
“But with the colour and the music, people are attracted to it. It’s going to be really fun, and really different.”
The event is expected to attract people from across the region to the city.
Chris, who attended the launch event at The Bridges shopping centre yesterday, said it will be a great day for the city.
“It’s always a competitive market, the events market,” he said.
“But people are starting to see now that coming to Sunderland can provide them with a really easy-to-do business thanks to all the partners.
“At the minute they just deal with one agency – Sunderland Live – and it is great to be doing something that will attract people from around the region.”
Those signed up to take part in the colourful event will receive an official T-shirt, headband, and a sachet of coloured powder to throw around however they see fit.
Those attending yesterday’s launch volunteered to get covered in pink and purple powder to get a preliminary taste of the kaleidoscopic spectacle.
To enter The Color Run, visit www.TheColorRun.co.uk.
Entry costs £25 for individuals and £23 per person for group bookings (There is a £4.99 cost for postage and packaging of entry pack).