Chile Pepper Festival

Merch Design + Retail + Custom Awards

Over 6,500 runners from 80 colleges and 120 high schools compete each year in one of the most prestigious races in the country, The Chile Pepper Cross Country Festival. The festival has continued for over 35 years and –largely through merch sales– has raised more than $1 million for local cross country programs. 

For over 15 years, superdeluxe has crafted one of the most successful merch fundraisers in the state including: product concept and design, merch sourcing, market trend analysis, private labeling, production and logistics, and retail pricing strategy.

After years of recurring original designs, Chile Pepper athletes now run for two reasons: To win on of the most competitive foot races, and to collect one of the most coveted commemorative t-shirts in the running world.