T he Boulder Running Company will pay tribute to victims of the Boston Marathon bombings in its stores and at Saturday's 12th annual Boulder Distance Classic, which they're sponsoring.
Stores are selling men's and women's "Runners for Boston" T-shirts, and race T-shirts will be adorned with the "Runners for Boston" logo on the sleeve.
All proceeds from sales of the shirts at retail locations will be donated to the Boston One Fund, which raised $20 million within a week of the attack. Money from the fund will be distributed to victims' families and survivors.
Boulder Running Company's Henry Guzman said the design for the T-shirts came from the Independent Running Retailers Association, which encouraged its nearly 800 member companies across the country to use the logo in some way.
"It is a connection," Guzman said. "If anybody has a connection with running or any passion for running, even if you haven't run Boston, you've heard of Boston or you've aspired to do Boston or it's been on your bucket list. Everyone has a sense of community and also they're connected in that running community."
Guzman ran the 2013 Boston Marathon -- his 101st marathon -- and was in his hotel room flipping through TV channels to see who won the race when he heard an explosion. His room looked out over the finish line, and when he looked outside, he saw smoke.
Guzman said his initial reaction was that race organizers decided to blast a cannon at the finish line. In his 10 trips to the marathon, Guzman had never heard of anyone using a cannon at the finish line.
He remembers growing concerned, but couldn't find anything on his TV that explained the loud blast and smoke.
"It was a big sonic boom, but a lasting boom," he said. "I looked outside and there's all that smoke. That's a lot of smoke for a cannon. And then the smoke cleared and you saw all the people."
He came back to Colorado and knew he had to do something to remember the victims of the bombing and show the support of the running community, he said.
When he received the "Runners for Boston" logo, Guzman said he thought about the upcoming Boulder Distance Classic at the Boulder Reservoir on Sunday.
"When we got the PDF (for the logo), as soon as I heard that, I said, 'I have to get that on the race shirt. I have to put it on before they start printing them,'" Guzman said. "If we have the opportunity to help, we will."
Elsewhere in Boulder this week, other groups and businesses showed their support for Boston in different ways. On Monday, the University of Colorado-Boulder triathlon team held a fundraiser for the bombing victims, and the CU Recreation Center hosted a "26.2 for Boston" event, which encouraged participants to do 26.2 of something to show support.
Boulder resident Lesley Barnes, a 2004 CU graduate, will be running the Boulder Distance Classic 5K race this weekend.
Barnes said she has family in Massachusetts, so she's been "on edge" the last week as investigators searched for suspects and tried to piece together what happened at the marathon's finish line.
"Showing the solidarity at the race and in the running community is such a beautiful response to it all," Barnes, 32, said. "The best way to respond to things like this is with love and that general positive outpouring and support."
Four-time Olympian Colleen De Reuck will run the 15K at the race this weekend. She's run the Boston Marathon several times, the latest being in 2009. She wasn't there this year, but several of the runners she coaches through the Boulder Striders group were.
The "Runners for Boston" T-shirts demonstrate how close-knit the running community is across the nation and the world, she said.
"Whatever happens, anything big or small, you often find that someone is ill or something happens in their family, and the running community helps each other," De Reuck said.
--Follow Sarah Kuta on Twitter: @SarahKuta.