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Ukrop’s Monument Avenue 10k presented by Kroger gears up for a landmark 25th anniversary year

Sports Backers unveils medal, shirt design, and special announcements for the 2024 event at ‘10K Reveal Day’

RICHMOND, VA – The Ukrop’s Monument Avenue 10k presented by Kroger unveiled the finisher medal and participant shirt for this year’s event during its annual ‘10k Reveal Day,’ which took place at Ukrop’s Market Hall. The location of ‘10k Reveal Day’ was meaningful as Ukrop’s Homestyle Foods has been the title sponsor for all 25 years. The 2024 event is scheduled to take place on April 20 and promises to be a milestone event, commemorating a quarter-century of fitness, community, and a uniquely Richmond experience.

The 10k is a beacon of pride, fun, and energy in the Richmond community. The event has welcomed over half a million participants since its inception, with the majority of the runners and walkers hailing from the Richmond area. The support from the community has not only bolstered race numbers, but is a large part of the reason the course has a reputation for being Richmond’s biggest block party.

Sports Backers revealed commemorative designs for the 2024 participant shirt and finisher medal. Think804, a branding and creative services agency hailing from Richmond, worked with Sports Backers on the shirt and medal design to capture the essence of the iconic event. Both items are celebratory of the 25th anniversary and exude fun. The designs feature iconic row homes, elements of the out-and-back course, and imagery symbolic of what you may see on race day. Participants will also receive an additional special item tied to the anniversary.

“Every year we look forward to unveiling the t-shirt and medal,” said Meghan Keogh, Race Director of the Ukrop’s Monument Avenue 10k. “They aren’t just keepsakes; they are symbols of the dedication and passion that each participant brings to the 10k. We can’t wait for everyone to show off their swag and to receive their medal, celebrate their accomplishment, and become a part of 10k history.”

“The 10k is synonymous with Richmond and everything that makes our community special, which it why it’s been the perfect partnership for Ukrop’s Homestyle Foods,” said Bobby Ukrop, CEO of Ukrop’s Homestyle Foods. “We’re excited for the next 25 years and are striving to ensure that the 2024 race is an unforgettable event.”

“Since 2017, we’ve been proud sponsors of the 10k and we’re especially thrilled to be a part of this momentous year,” said James Menees, Corporate Affairs Manager with Kroger Mid-Atlantic. “Together, we stride towards a future where wellness and community converge on every avenue.”

Atlantic Union Bank has returned as the title sponsor of the 10k Mini, a 1-mile fun run for kids ages 4-12. The Atlantic Union Bank 10k Mini will also be held on April 20 and will utilize the same finish line as the 10k. In honor of the 25th anniversary the 10k Mini will debut chip timing for all participants. This will continue to be the case in years to come. The event has served as a wonderful introduction to running and fitness for thousands of young runners.

Sheehy Auto Stores will once again sponsor the Post Race Festival, and will provide technical training shirts for all participants of the YMCA 10k Training Team. The Richmond Experience is back for their second year as the presenting sponsor of the 10k Spirit Contest. Last year, 24 groups competed to be named the most spirited and Sports Backers expects even more at the April 20 event as people gather to celebrate 25 years. The Spirit Groups are an aspect of the event that sets the race apart, and inspires the community feel the Ukrop’s Monument Avenue 10k presented by Kroger has become famous for. Other sponsors joining the event this year include Virginia Department of Health, Naborforce, Fleet Feet, Reign Storm, and Johnny Pops.

The Ukrop’s Monument Avenue 10k presented by Kroger does have a price increase on February 1. For more event information and to register visit

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