Confusion swirls around the hashtag ‘KrispyKremeChallenge’ and naming rights

The death of a participant in a 5K race that features a pit stop for eating doughnuts has communicators taking a closer look at healthy branding and hospital partnerships.

Zany and shenanigans.

These words have been used to describe the annual Krispy Kreme Run in Raleigh, North Carolina.

The race is organized by students at North Carolina State University and benefits North Carolina Children’s Hospital. Midway through the course, runners—who have registered in advance for the #KrispyCremeChallenge portion—can choke down 12 doughnuts and continue to the finish line.

The student-led, charity-based run is managed by Park Scholars at North Carolina State University, and it attracts thousands of participants, some from as far away as Australia. Media attention has been pervasive over the years, with the event grabbing a coveted spot on the 2005 Sports Illustrated On Campus list of “102 More Things You Gotta Do Before You Graduate.”

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