NorthShore Adult Diapers announced on September 3, 2026, that its brand ambassador Steve Parker completed the North Shore RunFest 8K in Salem, Massachusetts, in 35 minutes and 53 seconds while wearing an adult diaper. The company reports that he set a personal record at the 5K point of the course, which held USATF New England Grand Prix championship status.
Parker, a Navy veteran from Nebraska who has completed seven marathons, uses diapers to manage urge incontinence. He ran in NorthShore's MegaMax AirLock. The release recounts that his first symptom was bedwetting during active service in his late twenties, but he did not consult a urologist until his mid-thirties.
NorthShore was the event's presenting sponsor for the first time in 2026. Founder and CEO Adam Greenberg described the sponsorship and Parker's participation as efforts to challenge assumptions about who uses adult diapers. Parker said he also trains for marathons in them and regards protection as part of his sporting equipment.