Overview The BOLDERBoulder is a 10K through the streets of Boulder, Colorado, run every Memorial Day and finishing inside the University of Colorado's Folsom Field. Runner's World named it America's All-Time Best 10K, and it ranks as the third largest running race in the country. Anyone can enter. About 100 start waves go off in order of pace, from the fastest runners back to the walkers. The race is still locally owned and operated by the family that started it. On site Race weekend starts with a two-day pre-race expo and packet pickup on the Pearl Street Mall downtown. On race morning the waves leave from 30th and Pearl, and the neighborhoods come out for it. Front yards turn into lawn parties and splash zones, and a good share of the field runs in costume. Finishers run into the stadium, then stay for the pro race and the Memorial Day Tribute at noon. A race day expo south of the stadium hands out food and drink samples. Audience Most runners are Front Range locals, led by Boulder and Denver counties, though the field comes from all 50 states and 26 countries. In the race's own survey 84% hold a bachelor's degree or higher, 47% report household income above $150,000, and 57% are between 20 and 44. Loyalty is high. Half the field has run it two to five times, and 97% would recommend it to a friend. Talent and Influencers The International Pro Team Challenge brings three-person national teams, many of them Olympians, to race the course for one of the largest non-marathon prize purses in the world. They finish in front of a packed stadium just before noon. The wheelchair race opens the day, and its all-time record belongs to twelve-time winner Saul Mendoza. Olympic marathon champion Frank Shorter co-founded the race and won it once himself. Track record Runners Roost is the presenting sponsor and Nike supplies the official footwear and apparel. FirstBank is the official bank. Avery Brewing pours the official beer, while Aquafina and Gatorade handle water and hydration. The Memorial Day Tribute gets a flyover from the Colorado Air National Guard and skydivers carrying the flag of each military branch. It also hosts one of the largest enlistment ceremonies in Colorado. Brand presence Two in three runners surveyed said they feel better about a company that sponsors the race. Sponsors appear at both expos and along the course. The biggest moment is the finish inside Folsom Field, where the stands fill for the pro race and the Tribute. Partners also reach runners through race emails and social posts. Companies can also enter their own teams in the Business Challenge, which scores the fastest teams and the highest turnout by company size.