With more than 700 industry leaders expected to be in attendance from more than 15 countries around the world, Running USA has announced that best-selling author and world-renowned marketing expert Afdhel Aziz as the keynote for the 2018 Running USA Industry Conference, set to take place on 11-13 February in Austin, Texas.
Aziz, who’s most recent book ‘Good is the New Cool: Market Like You Give a Damn’, offers readers a blueprint for using a new model of marketing to create events, and ultimately brands that are a force for good for communities. Aziz is also founder of Conspiracy of Love, a think-tank and idea incubator that helps Fortune 500 brands use culture and technology as a force for good.
In the Running USA 2016 Race Director Survey, standing out amongst increased competition and growing an event were considered two of the most pressing challenges faced by race directors. With a saturated marketplace and flat number of participants, the trade organisation adds that it is more important than ever for events to create a unique voice which speaks to the communities they are hosted in and the runners they serve.
“Afdhel understands the value races bring to communities and the personal well-being of runners,” said Christine Bowen, Running USA Vice President of Programming and Operations. “To be able to match that understanding with his world-class marketing and business development expertise promises to give attendees countless insights to be able to put into practice.”
With a diverse background in entertainment and events, Aziz has worked with the likes of music stars Lady Gaga and Kanye West, as well international events such as the TED Conference and Coachella Festival. His understanding and practice of building passionate communities around international brands lends a unique vantage point to race organizers and running brands alike seeking to create a lasting impact, while growing participant numbers, sponsors and revenue.