Puregold Taps Into Experiential Retail with First Hakot Relay Run
Dante Ulanday - Celebrity News Moderator 
Puregold recently transformed a fun Filipino activity into a large-scale community engagement platform with the launch of the Puregold Hakot Relay Run at Burnham Green Park in Luneta.
Held on November 22, the event prompted a strong turnout with participants numbering in the thousands, demonstrating the retailer’s continued focus on community-building initiatives that are aligned with its long-term brand and customer growth strategy.
Blending fitness, entertainment, and Puregold’s iconic “hakot” experience, the three-kilometer relay introduced an innovative twist to the traditional fun run format. Teams of three joined the race not for speed but for strategy, competing in a hakot segmentwherein runners grabbed grocery items and filled their sling bags before tagging the next team member. The ensuing scenario was a vibrant and adrenaline-filled activity that brought families, barkadas, and communities together in a uniquely Puregold way.
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.
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