Hundreds of men and women will don costumes, workout clothes and even their favorite underwear on Aug. 2 for the inaugural City of Hope’s Underwear Affair® presented by Jockey.
Participants in the 10k run and 5k walk are encouraged to dress in their wackiest, most comfortable fitness attire to help uncover the cure for prostate, colorectal, ovarian, testicular, bladder, cervical and uterine cancers, among others.
“This event is a fun way to support research for the types of cancer that, because of their intimate nature, are often not discussed, which can mean a delay in diagnosis or treatment,” said Steve Martin, associate vice president of marketing.
Martin believes the unique nature of the run and walk will attract new supporters to City of Hope. “City of Hope’s Underwear Affair presented by Jockey targets an audience that is young, health-conscious and interested in supporting a cause for cancers that are not always in the public eye,” he said.
Marketing efforts have included local television, print, online, radio and outdoor campaigns, as well as publicity efforts such as targeted “drops” of Jockey underwear and registration drives at community events and local businesses.
Check-in for the 10k run and 5k walk begins at 3 p.m. and the race begins at 6 p.m. at the La Brea Tar Pits, 5019 Wilshire Blvd., Los Angeles. Participants, friends, family and supporters are also invited to the EXPOsed after-party, which will feature a disc jockey. For more information or to register, visit www.uncoverthecure.org.
