Behind Track Town’s Legacy: A Conversation with Jake Willard

Jake Willard came to the University of Oregon with a clear vision of working in the track and field world. This vision became his reality in 2019 after he graduated with a degree in Journalism and served as president of the University of Oregon’s club running team for three years. Willard is the Director of Brand Marketing and Engagement at TrackTown USA, a nonprofit behind Hayward’s most prominent track meets with the mission to preserve and grow Eugene’s unparalleled legacy as Tracktown USA. Willard oversees the storytelling elements for Tracktown USA, which fosters the connection between Eugene, Oregon, and the global running community. 

“I oversee all of our storytelling elements—visually, retail-wise, in stadium design, graphically, through our written stories, and with our brand properties,” Jake explained during our interview. “That includes the TrackTown USA branding for the company and the community, as well as the Pre’s Classic.”

For Jake, this role is more than a job; it’s a way to honor Eugene’s legacy as the heart of the running world while propelling the sport of track and field forward. 

Track Town’s Earned Legacy

Eugene didn’t gain the nickname “Track Town USA” by chance. It’s a nickname built on decades of passionate community support, groundbreaking innovation, and unforgettable moments at Hayward Field. 

“TrackTown earned its nickname,” Jake shared. “They didn’t come up with it on their own. It was an undeniable feeling when people arrived in Eugene and came to Hayward Field: ‘Oh man, these people care about the sport of running and track and field to a very high degree.’’

“The jogging movement was founded here by Bill Bowerman in the United States, and Nike, a running shoe company at the time, was founded in Eugene. So many important elements of running and track and field started here.” Jake added.

Tracktown USA reflects the history and legacy of Eugene’s reputation and the community of passionate fans behind it while planning and executing Track Meets at Hayward, like the World Championships, US Olympic Trials, and the Pre’s Classic.

“We are representing a community that earned the nickname,” Jake emphasized. “We’re just a company that happens to have the same name.”

Listening, Storytelling, and Community

For Jake, authentic storytelling starts with listening. “I spend a lot of time going out and talking to people and just seeing how they feel,” he explained. “It’s about absorbing different perspectives—whether it’s someone who’s been here longer than I have or someone experiencing Eugene for the first time.”

Everything TrackTown USA does is rooted in the spirit of connection and authenticity. From crafting campaigns that honor Hayward Field’s history to creating moments that resonate with fans, new and old, the team’s work is deeply rooted in crafting and preserving the community.

“A lot of what we do is about making people feel seen and supported,” Jake said. “We think about what Bill Bowerman or Steve Prefontaine would have wanted, and we also consider how newcomers to Eugene feel when they experience this place. It’s about living up to the expectations of everyone who loves this sport.”

Innovating for the Future

As much as TrackTown USA honors the past, it’s equally focused on innovating for the future. Whether it’s launching a kids’ club to engage younger fans and their families or developing social media campaigns that showcase athletes’ journeys, the company is constantly looking for new ways to grow the sport of Track and Field.

“Social media is probably the most prevalent way that people are experiencing a brand nowadays,” Jake explained. “It’s how you break down barriers and connect with people. We’ve built platforms like our YouTube series, Road to TrackTown, which follows athletes on their journey to compete at Hayward Field. It’s about authentically telling stories and cultivating excitement.”

For Jake, the work is both a privilege and a responsibility. “It’s scary at times because it’s much bigger than us,” he admitted. “But it’s also fun because we get to hear so many cool perspectives and create something special. The little things go a long way.”

A Home for the Sport

Ultimately, everything TrackTown USA does comes back to one goal: to be a home for the sport of track and field.

“We truly just want to uplift the community and grow the next generation of fans,” Jake said. “Hayward Field is a temple for the sport, and we’re focused on making sure every event feels special—from the Olympic Trials to the local meets. It’s all about creating moments that resonate.”

Jake’s passion and work at TrackTown USA are testaments to the power of community, innovation, and storytelling. As TrackTown USA continues to evolve, one thing remains clear: Eugene’s legacy as the heart of the running world is in good hands.