THE Color Run burst onto Wearside with a rainbow explosion.
Scores of onlookers watched as willing volunteers donned white t-shirts to get doused in coloured powder for the launch of “the happiest 5k on the planet.”
Tickets for the American fun run went on sale at 9am this morning and 40 per cent of the places have already been snapped up, making Sunderland the second fastest selling city outside of London.
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, and chief operating officer of Sunderland Live, Chris Alexander, said it will be a day with a “difference.”
“When people hear the word run it can sometimes put them off taking part in things like this,” he said.
“But with the colour and the music this attracts people to it.
“The first thing we have heard from the ticket sales this morning is that thousands have gone already.”
The event is expected to attract people from around the region to the city.
Chris, who attended the launch at The Bridges shopping centre this morning, along with DJs from Capital FM, which is an official sponsor of Sunderland’s Color Run, said it is a great event for the city.
“It’s always 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.”
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.
Having been voluntarily covered in pink and purple powder during the launch – it’s still in my hair – I can say that the fun-run, which will have DJs playing in a Color Festival Area after the finish line, is going to make for a kaleidoscopic spectacle.
White t-shirts at the ready – bring on July.
To enter The Color Run, visit www.TheColorRun.co.uk.
Entry costs £25 for individuals and £23 p/person for group bookings (There is a £4.99 cost for postage and packaging of entry pack).