Monument Avenue will once again come alive with energy and excitement as the 26th running of the Ukrop’s Monument Avenue 10k presented by Kroger takes place on April 12, 2025. During the annual ‘10K Reveal Day’ event at Ukrop’s Market Hall, Sports Backers unveiled the finisher medal, participant shirt, and several exciting updates for this year’s race.
Sports Backers has reported a significant rise in participation across its events over the past year, setting the stage for another successful 10k. In 2024, the Ukrop’s Monument Avenue 10k welcomed over 24,000 participants, and the event has drawn more than 500,000 runners and walkers since its debut in 2000—solidifying its place as a cornerstone of the Richmond community. Richmond’s support of the event, along with the enthusiasm of neighbors along Monument Avenue, adds a unique component to the 10k, with over 90% of participants from the Richmond region.
Local Agency Designs 10K Shirt and Medal
For the second consecutive year, the event’s finisher swag was designed by Think, a Richmond-based branding and creative services agency. The 2025 participant shirt features a retro-inspired design revolving around the very thing that brings people together at the 10k—active living. The design features a variety of textural elements bringing a bit of celebratory flair and energy, while also embodying the spirit of the event. Complementing the shirt is a striking finisher medal with an electric green ribbon, making these keepsakes truly memorable.
“The Ukrop’s Monument Avenue 10k presented by Kroger has become a truly iconic Richmond event,” said Meghan Keogh, Race Director of the Ukrop’s Monument Avenue 10k. “We know how important race day swag is to all our participants, and we want these items to capture the spirit of the event. Think did a phenomenal job creating designs that runners and walkers will treasure for years to come. We’re excited to see everyone in their 10k shirts around town after event day.”
Longtime 10K Sponsors and Partners Look Forward to 2025 Event
“Every year the Ukrop’s Monument Avenue 10k presented by Kroger is a highlight for us,” said Bobby Ukrop, CEO of Ukrop’s Homestyle Foods. “We’re proud of the event’s success and longevity and look forward to introducing it to new participants for years to come.”
“Kroger is honored to be the presenting sponsor of the Ukrop’s Monument Avenue 10k for the past eight years,” said James Menees, Corporate Affairs Manager with Kroger Mid-Atlantic. “The 10k brings the Richmond community together like no other event. Promoting health and wellness is a priority for Kroger, and this event aligns perfectly with those values—while also making it fun.”
The Atlantic Union Bank 10k Mini, a one-mile fun run for kids ages 4-12, will also take place on April 12. This event, which uses the same finish line as the 10k, introduced chip timing in 2024 to encourage young participants to take pride in their achievements. It sold out in 2024 with over 1,200 participants. The 10k Mini provides an excellent opportunity to introduce kids to fitness while emphasizing the fun of staying active.
“There is nothing quite like seeing the first Atlantic Union Bank 10k Mini runners cross the finish line on race day, “said Beth Shivak, Senior Vice President, Head of Corporate Communications at Atlantic Union Bank. “It’s amazing to see so many kids realizing how rewarding living an active lifestyle can be, and we’re proud to play a part in that.”
Sheehy Auto Stores is returning as the sponsor of the Post Race Festival and will provide technical training shirts for all participants of the YMCA 10k Training Team. They will also be providing the official lead vehicle. The Richmond Experience is back for their third year as the presenting sponsor of the 10k Spirit Contest. Last year, 31 groups competed to be named the most spirited. New this year, Chick-fil-A has signed on as the official Bag Check sponsor. Clark Construction will also be coming on as a first-time supporter of the event. Other sponsors joining the event this year include Virginia Department of Health, Nuun, Fleet Feet, Reign Storm, and JonnyPops.
VCU Massey Cancer Center is celebrating its 20th year as the official charity partner for the 10k. The Massey Challenge remains a powerful platform for fundraising, allowing participants to honor loved ones affected by cancer while supporting groundbreaking research. Participants donning gold Massey Challenge shirts and commemorative bibs always bring added energy to race day, especially at the Massey Mile, a beloved highlight of the course.
The End of an Era at Sports Backers
This year’s race marks a significant milestone as it will be the last Ukrop’s Monument Avenue 10k with Jon Lugbill serving as Executive Director of Sports Backers. A pivotal figure in the event’s success, Lugbill has been involved since its inception and will retire in June 2025 after 32 years with Sports Backers. The organization looks forward to seeing him join the ranks of participants in future races.
Note: Registration prices for the Ukrop’s Monument Avenue 10k presented by Kroger will increase on February 1. For more information and to register, visit www.sportsbackers.org/events/monument-ave-10k.
