A Sweet Tradition: Reborn Keeps the Krispy Kreme Challenge Sustainable

2400 calories, 12 doughnuts, 5 miles, 1 hour.  This is the mantra of the Krispy Kreme Challenge in Raleigh, North Carolina.

Every February, thousands of runners gather at the NC State bell tower to tackle the Krispy Kreme Challenge. The boldest participants run two and a half miles to the nearest Krispy Kreme where each chows down on a dozen doughnuts before dashing back to the bell tower. The catch? They only have one hour to complete the Challenge.

With thousands of participants who all receive commemorative t-shirts, textile waste is inevitable. After every race, organizers of the Challenge face a heap of unsold or unclaimed shirts that are sent straight to a storage bin. At Reborn, we know exactly how to keep the surplus from going to waste. Thus, a partnership with Raleigh’s own team of upcyclers was born.

Last year, Reborn transformed t-shirts from the Challenge into updated products like drawstring bags and koozies. This year, we’re excited to keep that tradition alive.

Want some sustainable merch for yourself? You can purchase Reborn products on the morning of the race and at today’s Challenge expo from 9 a.m. to 8 p.m at NC State’s Talley Student Union. And to make a sweet partnership even sweeter, a portion of proceeds from Krispy Kreme Challenge products fund the cause of the event, UNC Children’s Hospital.

Read more about our start with the Krispy Kreme Challenge on WRAL.