RunThrough events using my image. Some thoughts

This isn’t a takedown of RunThrough events, nor is it a critique of their existence. These races serve a purpose—they’re affordable, accessible, predictable, and available in numerous convenient locations. In many ways, they’re the fast food of running events. But that’s not the point I want to discuss today.

Today, it’s about RunThrough believing they are more important than the people who make their events possible: the runners.

Last year, I took part in the Chepstow Racecourse Half Marathon, organized by them. The event itself was fine—very commercial, not my vibe, but well-organized and in a good location. Like most races, there were official event photos, and I understand that buried somewhere in the small print is a clause allowing organizers to use race photos for promotional purposes.

Imagery holds power. Seeing is believing. When used correctly, images of marginalized people in sports can help increase diversity and participation among those who don’t typically take part. I’ve allowed organizations to use my image for this purpose many times, for causes I believe in. While I can’t say with certainty that RunThrough used my image with this specific intent, there are no coincidences—it was likely a factor.

Which makes it sting even more when my image was used without my awareness, on a poorly edited photo, to advertise a race I never attended, in a city I’ve never even been to.

I should note that I’m writing this months after I raised the issue with RunThrough. They assured me they would take the image down. Yet here we are.

It might seem harmless, even well-intentioned. But it raises a serious question: what are the limits of a race organizer’s ability to use a participant’s image? If they can edit and repurpose it however they like, what’s stopping them from using my face to promote a triathlon—even though I can barely swim 20 meters? Or worse, to endorse something I morally object to? All because I paid to enter their race?

I try to give people the benefit of the doubt. In this case, maybe it really was just about representation and diversity in their promotional material. But there are far better ways to do that—engage with community groups, collaborate with charities, do the hard work. I suspect this isn’t about meaningful representation at all. It’s just another cookie-cutter race organizer focused solely on expansion.

P.S. RunThrough, your medals suck. They all look the same.