Thousands came out on Saturday for Calgary's first Colour Me Rad five-kilometre race, which sees participants hit with flourescent "colour bombs" for a good cause.
Billed by organizers as "a tsunami of colour that'll make coloured tears of joy run down your cheecks and will renew your will to live," the race is one of many taking place across North America this summer.
Racers, many of whom are young adults, arrived in clean white shirts and left covered with neon pink, blue, green, yellow and purple paint.
The corn-starch based paint is non-toxic and organizers insist "no unicorns were harmed in the making."
Shuttles have been set up from the Crowfoot C-Train station and 69th Street station to bring runners to Canada Olympic Park.
The buses are free for both racers and spectators and will continue until 7:30 p.m. MT
A portion of money raised benefits the Alberta Cancer Foundation.