PYNRS founder Sidney Baptista takes us behind the scenes of the launch of PYNRS x Brooks during Chicago Marathon weekend. From the Brooks pop-up and campaign panel to the run crew’s signature “Spin The Block” party, he shares how this collab celebrates community, culture, and the people who keep the running scene moving.
The first time I tried running, I sucked. I was 27, had just quit my job, and was feeling unfulfilled. One of my homies started running, always smiling, so I asked him, "What are you doing?" After we talked, I was convinced that maybe that would get me out of my funk. Things were a little shaky at first, but I quickly realized it was helping me think through my life and have conversations with myself. Soon after, I began training for a marathon, and I haven’t looked back.
When I started PYNRS, it was important for me to build something that represented the culture I came from and gave back to the people who shaped it. I saw brands trying to capitalize on the energy of the running community, but they weren’t really tapped into the community or giving back in any way. I kicked off with the PIONEERS Run Crew in 2017, taking inspiration for the name after The New York Pioneer Club— one of the first large-scale integrated sports clubs in America, started in the '30s by three Black men. Slowly, I built up a network of runners from my native Dorchester, MA, all the way to Singapore and London. Soon, I noticed brands wanting a piece of what we were creating. But I knew I could grow this into something even bigger—something that felt like our own. In 2020, we officially launched PYNRS, the first black-owned running apparel company. Our motto is simple: Run The Culture.
While Boston is our HQ, Chicago feels like a home away from home. Coming back for the launch of our debut sneaker in collaboration with Brooks, just in time for the marathon, feels next level. The PYNRS x Hyperion Max 3 has been over one year in the making. From conception to multiple design iterations, producing a campaign with some of my closest friends and longtime collaborators, and now seeing it in the wild feels surreal. Just a week prior, we had a launch in Boston that showed just how much support there is for the PYNRS brand. Jaylen Brown of the Boston Celtics, who is not just a friend but an early believer in what we’re building, even pulled up to show love. Now, to see that same energy carry over to Chicago is crazy.
To kick off the weekend’s lineup, we took over the Brooks pop-up in the Magnificent Mile on Thursday evening. I had a bunch of friends and supporters from every step in the journey by my side to experience the shoe for the first time. We premiered the first episode of our video series, Run the Culture, which spotlights the Chicago run crews that have made the scene what it is today and how they continue to move the culture forward. Between bites of pizza and taking pictures with the fresh drop, I caught up with long-time running buddies of mine—some who I haven’t gotten to see since our last race. That’s what’s so great about running: there’s community everywhere you go. Outside the pop-up, we had our PYNRS truck parked outside with our latest collection on display, and I got to chat with members of the community, which is always the most rewarding part for me.
We returned to the Brooks space on Friday morning for a panel talk with our campaign creative director, Michael, and lead designer, Drew. We showcased the campaign video, shot last summer in Brooklyn, and discussed the behind-the-scenes process of pulling it off. Michael discussed how the campaign was designed to celebrate those who choose the unbeaten path, which is at the heart of everything we do. Drew broke down the design: olive for a utilitarian feel, white as a race day flex, and neon for city running and high vis. Oh, and the speckled midsole is supposed to represent the marks on the street from putting in miles.
Working with Brooks has been incredible because they trust us to do it our way, and that’s rare. The results speak for themselves.
It wouldn’t be a PYNRS launch without a “Spin The Block” party—half competition, half block party. On Friday night, we hosted our signature three-person co-ed relay. Chicago’s edition shut it down. It was a celebration of what we’ve built, city to city, block to block. Between the music, the fits, and the energy, it really set the tone for the race weekend ahead.
By Sunday morning, I was tired, but the good kind. Luckily, I didn’t have 26.2 miles to run this year. We took our PYNRS neon truck to the sidelines around mile 23 with local run crews 7onSunday and GRC Run Club to play good tunes and cheer on marathoners as they pushed through that wall. We had people dancing, with signs up, and high energy the entire time. It was that little boost runners need when the tank’s empty. You could see it in their faces when they passed us. That spark. That’s why we do it.
When people ask me how it feels to see the shoe on strangers, I tell them the truth: unfortunately, a person like me is always thinking about what’s next. It’s like an artist dropping an album. You’ve been sitting with it for so long, and when it’s finally out, you almost don’t know how to feel. I did have a moment with myself the day the shoe went live, though. I was alone in my office. It felt like winning a championship. You know how athletes break down crying when the buzzer sounds? I get that now. I let myself sit in that moment and feel that pride, that gratitude, everything. Then, I took a breath and said, “Alright, what’s next?” Easy: we’re taking “Spin The Block” to New York next.
Click here to discover the new collaboration by Brooks x PYNRS.
