Soul Focus worked alongside She.Is.Beautiful to welcome REI Co-op in its first year as an official sponsor of the SIB Santa Cruz Race. REI elevated the runner experience with the full-scale production of the Own Your Story Panel Discussion, on-site branding, custom built fabrications and activations throughout the 2022 race weekend. Soul Focus built an on-course REI branded truss for all participants to run through and designed and built two interactive, co-branded picture frames to connect the REI and SIB brands.

“We were so stoked to get a chance to work with REI at the She. Is.Beautiful 5k/10k. This was a unique event because not only did we activate for REI at the race, but we also created a dynamic pre-event festival. On the night before the race we combined the recording of a live podcast, a food truck festival and huge photo element fabrications. It looked great, sounded solid and got rave reviews.” -JT Service, Soul Focus Founder