Video from WSB-TV showed streets and sidewalks in bright shades of pink, yellow, purple and green following "The Color Run," a 5-kilometer race around Piedmont Park.
Will James said his brand new, all-white SUV was stained from bumper to bumper with purple spots. He said he tried to wash off the color after the race, but it wouldn't come off.
The race involved runners in all white being dusted with brightly colored concoctions of cornstarch and food coloring.
Race organizers said they would pay for James to get his new paint buffed out, and said they had done the same for several others who called to complain.