SoCalGas to Return as Title Sponsor of Second Altadena Forever Run

A year after thousands ran through Altadena’s burn scar in a January downpour, the benefit race created to mark the community’s recovery from the Eaton Fire is coming back — and so is the utility whose name topped the first one.

Southern California Gas Co. will again serve as the exclusive title sponsor of the Altadena Forever Run, organizers said in a press release announcing a second running of the event on Sunday, January 10, 2027.

Organizers said the renewed commitment reaffirms the company’s support for Altadena’s recovery and rebuilding after the fire. The race is hosted by the Altadena Sheriff’s Station as part of a partnership with the Los Angeles Sheriff’s Athletic Association and the Sheriff’s Support Group of Altadena.

The connection to Altadena is direct. The course runs through the unincorporated community’s Eaton Fire-scarred foothill neighborhoods, and the money it raises stays local. 

The inaugural run, held January 4, 2026 despite heavy rain and a flood advisory, drew about 3,000 runners and walkers, according to news coverage at the time; organizers have put registration higher. It ultimately delivered $148,485.84 to the Altadena Eaton Fire Relief Fund, a total organizers presented to the Altadena Town Council in February.

SoCalGas was the title sponsor that year as well and was represented at the starting line by its chief executive, Maryam S. Brown.

The 2027 edition will again offer a 10K, a 5K and a 1K family run, starting at 8:00 a.m. at Mariposa Junction in central Altadena.

In the press release, event co-chair Victoria Knapp credited the sponsor with backing the race from the start. “SoCalGas believed in this event from the very beginning, and their decision to return as our Title Sponsor sends a powerful message that Altadena’s recovery remains important,” Knapp said in the statement.

Altadena Sheriff’s Station Capt. Ethan Marquez, who was promoted to lead the station in August 2025 and co-chairs the run, described the event as a fixture rather than a one-time gathering.

“The Altadena Forever Run is becoming an annual tradition that celebrates resilience, strengthens community, and reminds everyone that Altadena continues to move forward together,” he said in the release.

Proceeds again support Eaton Fire survivors through the Altadena Eaton Fire Relief Fund, a GoFundMe-administered 501(c)(3), along with the Sheriff’s Support Group of Altadena. Registration for the 2027 race is open at altadenaforeverrun.com.