TEN-HUT DESIGNERS: In search of new recruits for its T-shirt design contest, the Army Ten-Miler road race has doubled the prize money and is advertising in alternative newspapers like The Village Voice. The campaign’s tag line — “This shirt sucks.” — lacks any protocol, but that’s the point. Marketing manager Nancy Brandon said, “We’re trying to reach out to younger, edgier people instead of just putting out an ad that read ‘T-Shirt Design Contest.’ New York is a hotbed of creativity. New York has a large community of creatives. We want New Yorkers to help jump-start the advertising program that we will roll out next year to include other creative communities.” Designers, who must be U.S. citizens, have until May 3 to submit two designs to try to win the $2,500 Visa gift card. Five finalist designs will be posted online in mid-May, giving this year’s competitors a chance to vote for a winner.

“In the past five years, there have been a lot of repeats from people who are not necessarily designers. We get a lot of military people,” Brandon said.

This story first appeared in the March 28, 2013 issue of WWD. Subscribe Today.

But apparently many of those would-be designers share a trait common among real ones. “We get most of our entries a week or two before the deadline,” she said.

The winning design will be used as the official race shirt worn by this year’s 35,000 runners and volunteers. Produced by the Military District of Washington, this year’s ATM will be held Oct. 20 in Washington, D.C.