Instead of a foam finger, we handed Ironman fans an ammo can.

A fan sign is the most disposable object at any endurance event. So for the USMC + Ironman partnership we didn’t make a sign. We made an ammo can, modelled on the ones recruits lift in PT. On race day, tens of thousands of spectators held them overhead.

The sign became the exercise.

Also for the Corps: the Semper Fidelis All-American Bowl (:30 TV, :60 radio, a six-spread story in the game program) and Marine Week Cleveland.

The feeds call it participation now. This ran it on asphalt, a decade early.