A different kind of shirt
Runners who compete in a lot of races sometimes complain they have too many t-shirts. Most runners, though, like getting shirts.
If they receive a technical shirt, they can wear it to run. If it's a cotton shirt, they can wear it around town and not have to spend money buying summer shirts.
Races have sometimes given runners alternatives to typical shirts - duffle bags, tyvek jackets, surgeon shirts, etc. Even when runners receive attractive items like these, they still often ask for a t-shirt, too.
The Kris Kringle Run, in Reading PA, issued hoodies to runners - it's something different, unexpected, and useful.
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