interview by Jorge Perezchica
portrait by Brelinda
In early November, the atmosphere in Coachella pulsates with drums and marching bands as runners lace up their shoes and families line the streets. Faces are painted in vibrant calavera designs, candles glow along the route, and music, art, and food fill the night with rhythm and remembrance. Aromas of freshly made foods drift through the crowd, while local artists showcase their latest creations, turning downtown Pueblo Viejo into a living celebration of culture and community.
Founded by Tizoc De Aztlan over a decade ago, the event began with a simple vision: to bring a running experience to the East Valley. As a runner, Tizoc noticed that most organized races were held in the mid- and west valley — far from the communities he called home. “The only way to remedy that was to create one,” he says. But he envisioned something deeper — a run the entire family could connect to, spiritually and culturally.
“Día de los Muertos is such an important holiday in Latino households,” Tizoc explains. “The art and culture component was a perfect match. From that, our tagline ‘Who will you run for?’ was born.”
From the start, Run With Los Muertos was built on partnership. Tizoc’s wife, Briana, brought her artistic expertise and creative vision, while Raíces Cultura anchored the event in cultural authenticity. “Their mission to support local artists and build community aligned with what we hoped to create,” he says. That collaboration shaped the spirit of the event — runners lace up alongside artists, families build altares, and live performances honor both ancestors and the living.
Each November, the streets fill with art installations, local bands, and hundreds of runners carrying the names or photos of loved ones. “The traditions of Día de los Muertos are innately artistic, cultural, and spiritual,” Tizoc says. “While we’ve modernized it with things like the 5K run and car show, it’s important that we don’t stray too far from the intentions set by our ancestors — to honor the dead and celebrate their life.”
Early challenges included changing misconceptions about Coachella after dark. “Some people thought it was unsafe,” he recalls. “But our community is full of love and support. It was important to create a welcoming space for the entire Coachella Valley.”
There’s a deep connection between physical movement and creative expression in Tizoc’s life. “So much of my life’s productivity can be traced back to how many miles I’m logging,” he says. “Running creates not only physical health but mental clarity. While I wouldn’t call myself an artist, the process of training is similar to creating art — it’s a ritual.” Moments at the event reinforce its impact: “Watching students perform, runners cross the finish line holding photos of loved ones, local bands performing — those moments remind me why we do this.”
Over the past decade, local running groups like Just Run Coachella, Desert Run Club, Las Palmas Run Club, and One Valley in Motion have created welcoming spaces for all levels. “The act of running creates a humbleness that is important when creating an inviting and judgment-free community,” Tizoc says. “The most important thing is to just show up. These run leaders practice what they preach — inviting, including, and welcoming each other’s club members at every turn. That ethos is what has made RWLM what it is today.”
As the event grows, staying grounded in authenticity remains essential. “As long as our local community remains the focal point, the event will maintain its connection and tradition,” he says. Looking to the future, Tizoc sees a new generation of dreamers, artists, and runners already shaping the Coachella Valley. “They’re intelligent, compassionate, and unapologetic — creating the world they envision, and I’m here to support them every step of the way.”
Run With Los Muertos takes place November 1st in Downtown Coachella, blending fitness, art, and remembrance into one block party.
Learn more or register at runwithlosmuertos.com