Trae Hoepner has been running his whole life—but he’s not running away from Alzheimer’s disease. He’s running straight at it, determined to help find a cure.

He and his wife, Jessica, first met on their high school track team, where both were standout athletes who qualified for the State Championship in 1995. Jess ran the 400 and 800 meters, while Trae took on hurdles and the high jump. That shared love of running turned into a business. In 2006, they opened Performance Running Outfitters, selling fitness footwear, apparel, accessories and more. They currently have four locations: Brookfield, Delafield, Milwaukee's Third Ward and Shorewood.

But for the Hoepners, Performance Running Outfitters has always been about more than just shoes and gear. It’s a hub for connection, motivation, and support—something that was on full display in late July when they hosted a special community run for The Longest Day. Over 100 runners gathered at Lakefront Brewery in Milwaukee to experience community, exercise together, and raise funds benefitting the Alzheimer's Association Wisconsin Chapter.

It's a cause that hits especially close to home for Trae.

“As someone who has lost eight people in my family from early-onset Alzheimer’s, I can appreciate all that the Alzheimer’s Association does for the community and families struggling with the disease,” said Trae.

That includes a 24/7 Helpline, education programs and support groups, all free of charge. 

“We are lucky to have such a great local organization to be the go-to place for support,” he said.

And fittingly, physical activity is one of the Alzheimer’s Association’s 10 Healthy Habits shown to help reduce the risk of cognitive decline.

Overall, participants raised over $400 for the Alzheimer's Association Wisconsin Chapter, but maybe even more importantly, reduced their own risk of the disease, and showed their support for their neighbords navigating Alzheimer's today.