WI Girl Scouts Event Boasts New, Empowering Brand

I dove into a cold puddle of mud for the first time this weekend, and it was an invigorating experience. The One Tough Cookie mud run I participated in felt like the most positive female-oriented experience I’ve been part of for years. The 5K course with obstacles promoted camaraderie and health.

Equipped with a new logo (shaped like a dog tag with a Venus symbol on it)  and a brand promoting strength and toughness, the event had the ingredients necessary to empower. Two female National Guard members who served in Iraq designed the course. All participants were female and ranged in age from 14-year-old Girl Scouts to older adult leaders. And the event raised funds for Girl Scouts of Wisconsin Badgerland. While men manned parts of the course and cheered on participants, the female majority lent itself to a non-competitive and sisterly vibe.

At the start line an emcee pumping up participants reminded us to be patient if there were lines at the obstacles. “This is a not a race, it’s a challenge,” he told us. And that set a cooperative tone for the whole event. I ran with four other women, and we stayed together throughout the course, cheering for each other and the women we didn’t know. My friend who coordinated our team even boosted up a complete stranger who struggle to climb an inflated wall on the bounce house obstacle (imagine something from American Gladiators).

Saturday’s event marked the first annual mud run by the Girl Scouts in Wisconsin, and the event had a few hang-ups. The lines stretched long and moved slowly, but I take that as a testament to the popularity of the event. At the finish line, young scouts presented mud covered runners with boxes of cookies and dog tags. I thought the tags provided a perfect stand in for medals, with every participant receiving one.

There was one odd supporter that stood out to me. All participants over 21 received a free beer after the event, but rather than having the option of other beers on tap, the only available free beer was Michelob 64. I imagine Michelob banked on sharing their low-calorie variety with a swath of fit females.

I skipped the beer, but enjoyed the all-female band. And my favorite part — besides romping around with friends — was the nostalgia I felt for my time as a Girl Scout, tramping around the trails and fire pits of local scout campgrounds. I also loved embracing the mud, dirt, and scraped knees.

Photos courtesy of Jonas Hackett

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One thought on “WI Girl Scouts Event Boasts New, Empowering Brand

  1. kateprengaman says:

    Great post Nora! I have mixed feelings about my own experience as a girl scout, in hindsight- too much time talking about “self-esteem” and not enough time doing cool, tough things that actually give girls self-esteem, but this race really seemed like empowering women and girls to be tough and get dirty and have fun. I think about the young girls volunteering at the race, seeing women be silly and tough and exercising with their friends is exactly the kind of role models I think scouts in particular can provide. So I hope this is a direction that girl scouts is moving in overall. Plus, it was just way fun!

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