When the U.S. Track & Field Championships came to Eugene (aka: Track Town), event sponsor Safeway asked us to create a high-impact visitor experience that would connect guests to their brand in a memorable way. Large, people-powered tread wheels generated electricity to raise awareness of sustainability issues, while healthy snacks and drinks in the Safeway lounge helped people refuel after running the wheels. This was a fun collab with Etzel agency and a great example of how the right environment can truly bring a brand to life.