Rabbit and Halo on Missing the Middle of the Pack and What Real Event Activation Looks Like

Monica Devreese is the CEO and co-founder of Rabbit, a running apparel brand celebrating its tenth year in business. Hilary Fenet is the founder of Halo, a platform built to solve the logistics and community gap that exists when runners travel to races. They're sitting at a partnership between their two businesses and a shared belief that the most important runner in the sport is the one nobody is talking to — the middle of the pack.

This conversation covers brand building, experiential marketing, the noise problem at race activations, bootstrapping versus outside capital, and why real community only happens in person.

Quick note before we get into it. This conversation with Monica Devreese of Rabbit and Hilary Fenet of Halo was recorded a few weeks before there was any business between us. Since then Hilary and the team at Halo have come on as a partner of the show — and that happened because of conversations exactly like this one, not the other way around. You'll hear a proper word from Halo beginning next week. For today, this conversation stands on its own.

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