More than 56,000 people participated in the Northside Hospital Peachtree Road Race on July 4, considered the world’s largest 10K. Thousands lined Peachtree to cheer runners, walkers, and wheelchair racers making their way along the 6.2-mile, hot and hilly course from Buckhead to Midtown.
But weaving among the crowded field of athletes that day was also a giant hot dog carrying a tote bag full of foil-wrapped Costco hot dogs to give away.
Mico Quijano, a runner and content creator from Charlotte, North Carolina, ran his first Peachtree this year dressed as a hot dog with his pockets full of ketchup packets. His mission for the race was simple: eat one Costco hot dog every mile, while handing out the rest to people on the course.
For Quijano, the challenge wasn’t just about competing in the race. It was about creating moments people would remember and – if everything went according to plan – maybe even catching Costco’s attention.
“I’ve always loved Costco, so a sponsorship just made sense. As a running creator, there’s only so much you can do with shoes and apparel, but at Costco, there are no limits,” Quijano said of his passion for the big box store. “Give me a Dyson Airwrap and a Ninja Crispi over another pile of running shoes any day.”
He didn’t come up with the idea months in advance. Days before the race, Quijano just decided he wanted to do something different. Known among Charlotte’s running community for showing up to races in costumes and creating lighthearted challenges, he borrowed a hot dog costume on July 1 before driving to Atlanta the next day.
“I thought it would be a lot of fun,” Quijano said. “It’d be really cool if I also ate a hot dog every mile. But also, why just me? Why wouldn’t I share it with other people?”
Before the sun rose on July 4, thousands of racers packed the streets of Buckhead for Atlanta’s annual tradition, as music echoed through the crowd. Costumes are a familiar sight at the Peachtree, with racers embracing the holiday in patriotic outfits and playful disguises. But Quijano’s hot dog suit and bag filled with 20 Costco hot dogs still managed to turn heads.
“It was really funny carrying it all,” he said. “You have 20 hot dogs with you.”
As the race got underway, people quickly noticed the hot dog making its way down the course. Once Quijano started offering his hot dogs to strangers, people wanted in on the action.
“I didn’t realize how many people wanted hot dogs,” he said. “By mile two, eight hot dogs were gone.”
Along with the hot dogs came ketchup packets pulled from Quijano’s pocket. Peachtree participants eagerly accepted both. Looking back on his last-minute July 4 challenge, Quijano joked that he probably should have brought more hot dogs – though carrying them all would have been another challenge.
One of his favorite memories from last weekend’s Peachtree came less than a quarter mile into the race when another runner recognized him from social media.
“We all shared the first hot dog of the race together, and we cheersed our hot dogs,” Quijano said. “Once I saw that, not even a quarter mile in, I was like, ‘This is going to be an awesome race.'”
Later in the race, Quijano spotted members of Mad Miles, the Charlotte run club where he first discovered his love for running. Five miles in – and five hot dogs deep – he found one last burst of energy.
“I screamed at the top of my lungs, ‘Mad Miles!'” Quijano said. “Everybody was going crazy. They had a confetti popper. It was incredible.”
While the hot dog costume and Costco challenge grabbed attention, Quijano said the real goal has always been to bring people together through running.
“I do believe that you can have intensity but also fun at the same time,” he said. “Whether that be me dressing up in a costume, giving out hot dogs, whatever it may be, I’m going to do it if I know it’s going to get people going and have fun.”
Back in Charlotte, Quijano regularly works as a pacer, helping runners reach their goal times during races. Quijano said creating connections through running has become as important to him as crossing the finish line.
“I just want to make sure that people can run knowing that they can also have fun,” he said.
Rounding the corner at Peachtree and 10th, Quijano hit his goal, downing his sixth hot dog before crossing the finish line at the entrance to Piedmont Park.
As for next year’s Peachtree Road Race, Quijano said he’ll be back. Whether Costco notices him before then remains to be seen. But after one race dressed as a hot dog, fellow Peachtree racers are already wondering how he’ll top the challenge in 2027.
“Somebody told me I should dress up as a peach,” Quijano said. “The possibilities are endless.”
