Ride For Karen

Securing media, social and sponsorship opportunities for the Ride


Paradigm was tasked with securing sponsorship opportunities for the Ride, while also generating awareness to increase donations and registrations through traditional media relations and social media.


Paradigm created custom pitches for cycling clubs, broadcast outlets, short and long lead media and CEOs. The team developed a media advisory and a PSA for radio outlets, built targeted lists, and submitted more than 50 event listings to drive awareness of the Ride in the months leading up to the event.

Using social media platforms including Instagram, Facebook and Twitter, Paradigm encouraged donations and registrations. The team engaged with the audience on social through the Ride for Karen handles, publishing content that centered on how to get ready for race day, cycling inspiration, media coverage and the actual event.

The team reached out to a number of companies for in-kind donations and sponsorship opportunities. The team confirmed a series of products from diverse brands, including Made Good, New Balance, Under Armour and Schick.


stories were published



where Ride for Karen was featured in top tier print, online, broadcast and social outlets.