Brands Are Flocking to the Star Wars Nerd Procession

The Course of the Force attracts big sponsors

If you’re driving down the Pacific Coast Highway this summer, and you see a cadre of Sand People or a lightsaber-wielding Boba Fett, don’t be alarmed. The Course of the Force, a Star Wars-themed Olympic-styled relay, will have begun.

Initiated last year by Nerdist Industries and endorsed by George Lucas himself, Course of the Force is the equivalent of a geek ultramarathon. This year, the event is even bigger, as participants will make their way July 9 to 16 from Skywalker Ranch through San Francisco, Los Angeles and finally to Comic-Con San Diego.

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