# Charitable Virtual Night Runs Participants Can Raise Meal Donations Through the Ultra Night Run By Riley von Niessen | Published 2020-09-15 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/ultra-night-run References: [ultranightrun](https://www.ultranightrun.ca/) In a partnership with [Strava](https://www.trendhunter.com/trends/burrito-league), Michelob ULTRA is making its annual Ultra Night Run virtual this year, with participants able to connect with one another through the fitness-tracking app. Those interested in participating in the event, which takes from October 2nd-4th, 2020, can choose between 10km and 5km, with each challenge requiring a $32.50 participation fee. In return, participants will receive a Race Kit, complete with an Energizer Headlight, glow bracelets, an LED armband and shoe clip, as well as a glow-in-the-dark racing tee and medal. The kits will also include an array of goods from the race's sponsors, with [Running Room](https://www.trendhunter.com/trends/running-mate) and Brooks joining Michelob ULTRA and Strava to fund the event. Whether they choose to participate by taking to the streets or running on a treadmill, participants will be able to upload the kilometres they've completed through Strava. While the app is sure to provide plenty of motivation to competitive runners, Michelob ULTRA is also teaming up with [Food Banks Canada](https://www.trendhunter.com/trends/food-banks-canada1) to donate one meal for every kilometre run. Image Credit: Michelob ULTRA ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 54% | Activity: 60% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### What Makes This Trend Stand Out - **Virtual Night Runs:** Disruptive innovation opportunity: Explore the potential of virtual experiences for organizing running events and engaging participants from anywhere. - **Fitness-tracking Apps:** Disruptive innovation opportunity: Develop or enhance fitness-tracking apps to facilitate connections among participants, track progress, and support charitable causes. - **Social Impact Partnerships:** Disruptive innovation opportunity: Forge strategic partnerships with charitable organizations to create mutually beneficial initiatives that combine social impact with brand engagement. ### Sectors Adopting This - **Sports and Fitness:** Disruptive innovation opportunity: Integrate technology and virtual experiences into the sports and fitness industry to expand reach, engagement, and fundraising potential. - **Charitable Organizations:** Disruptive innovation opportunity: Leverage digital platforms and partnerships to develop new fundraising models and engage donors through interactive events and experiences. - **Food and Beverage:** Disruptive innovation opportunity: Collaborate with charitable organizations and fitness brands to incorporate social impact initiatives into the marketing and distribution of food and beverage products. ## Related on Trend Hunter - [Multi-Faceted Virtual Competitions](https://www.trendhunter.com/trends/online-10k-challenge.md) - [Burrito-Inspired Running Events](https://www.trendhunter.com/trends/burrito-league.md) - [Community-Focused Hybrid Running Events](https://www.trendhunter.com/trends/runningman.md) - [London Marathon Pasta Parties](https://www.trendhunter.com/trends/puresport-and-pastaio-soho.md) - [Multi-City Workout Tours](https://www.trendhunter.com/trends/movement-live-by-michelob-ultra.md) - [City-Wide Wellness Runs](https://www.trendhunter.com/trends/exhibition-place-resolution-run.md) - [Immersive Virtual Marathons](https://www.trendhunter.com/trends/virtual-marathon.md) - [Dating App Running Clubs](https://www.trendhunter.com/trends/tinder-solemates-challenge.md) - [Inaugural Global Treadmill Championships](https://www.trendhunter.com/trends/global-treadmill-championship.md)