Puregold has officially taken experiential retail to the next level with the launch of the first-ever Puregold Hakot Relay Run, held at Burnham Green Park in Luneta. By transforming a classic Filipino “hakot” activity into a full-scale fitness and community event, Puregold once again demonstrated its commitment to connecting with Filipino families in creative, meaningful, and highly engaging ways.
Held on November 22, the inaugural run brought together thousands of enthusiastic participants, underscoring the retailer’s strong and growing influence in community-centric initiatives. The massive turnout proved that Filipinos are more than willing to embrace new and innovative experiences—especially those that blend fun, fitness, and Filipino culture.
At the heart of the three-kilometer relay was a uniquely Puregold twist: instead of racing for speed, teams of three competed based on strategy and teamwork, entering a special hakot zone where each runner had to grab as many grocery items as they could and fill their official sling bags before tagging the next member. What followed was a lively, high-energy, and laughter-filled challenge that brought out the best in families, friends, and barkadas. The event successfully reimagined a beloved Filipino habit into a shared memory and an exhilarating fitness activity.
The Puregold Hakot Relay Run was not just about the race—it was also a full-day celebration. Attendees were treated to a vibrant Sunset Concert featuring top OPM and P-Pop acts such as KAIA, G22, Press Hit Play, and BREKA (Brent Manalo & Mika Salamanca). Their performances turned Luneta into a festive open-air arena, creating the perfect backdrop for families, fans, and running enthusiasts to unwind and celebrate their post-race achievements.
Every participant went home a winner. Each runner received a Puregold Hakot Relay Finisher’s Medal, an exclusive race singlet, and the official grocery sling bag designed specifically for this pioneering event. These keepsakes symbolized not only their participation but also Puregold’s mission to reward and uplift Filipino communities.
Puregold President Vincent Co, who personally joined the first wave of runners, emphasized the heart behind the initiative:
“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 success of this groundbreaking event highlights Puregold’s potential to introduce more community-driven and culturally resonant experiences that deepen customer loyalty while strengthening brand affinity. As Puregold continues to innovate, Filipinos can expect more engaging activities that celebrate everyday wins and bring communities together.
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