rabbit’s Trail Tour Pin Program
OVERVIEW
As rabbit expanded into the trail running space, our team wanted an activation that would introduce the brand to more trail runners and foster long-term connection. I pitched the idea of race-day collectibles: soft enamel pins awarded to runners who completed one of our partnered trail races.
I designed 30 unique pins—one for each event—and worked closely with printers to ensure production stayed on schedule. I also created the packaging used to ship these pins to participants, ensuring a thoughtful and cohesive experience from race finish to mailbox.
SERVICES
Graphic Design / Production
PARTICIPANT EXPERIENCE
One of the most rewarding parts of this project was seeing the impact of the finisher pin program firsthand. I had the opportunity to work several events where the program had just launched, helping introduce it to runners as they completed their races. It was especially meaningful to share the story behind the pins and see participants return to our booth post-race to proudly collect theirs.
Many took the time to share their race experiences with us—one runner stood out in particular. He had missed the cutoff time for a 50-miler the previous year but crossed the finish line in time this year. He became emotional when receiving his pin, telling us how much it symbolized for him.
We even ran out of pins at that event—a reflection of both the enthusiasm from participants and the success of our on-site marketing efforts. (No worries—they're being mailed to the remaining finishers!)
