Cooldown Boulder X John Summit

John Summit’s weekend in Boulder marked his largest headlining concert to date. Known for blending music, movement, and community through pop-ups with running groups and brands like lululemon, Boulder was the perfect setting for something more than just a show.

During John’s Lululemon HIIT pop-up on top of Folsom Field, I had the opportunity to connect with him alongside Cooldown Boulder leader Liam Holhan. On the spot, we pitched the idea of hosting him for a run around Boulder the following morning. He said yes, and the work started immediately.

Within hours, we brought in Jack Grasso and built the activation around Cooldown Running, a brand rooted in movement and community. Bailey Ness, Founder of Cooldown, went all in to help make it happen. Jack designed a custom graphic featuring John Summit embedded into the Flatirons, inspired by Mount Rushmore, which was printed overnight onto 20 custom Cooldown shirts.

The next morning, roughly 30 members of the Cooldown Boulder chapter joined the run through CU’s campus and Pearl Street, giving John an authentic, ground-level tour of Boulder, not as a headliner, but as part of the community.

The result was a fast, organic brand activation executed in under 24 hours, generating 500,000+ organic Instagram impressions with zero paid media. This wasn’t luck, it was creative execution at the right place, at the right time, with a team willing to move quickly and go all in.