diff --git a/cmd/webhook/main.go b/cmd/webhook/main.go
index 93668dcd01d..f62f8b19f13 100644
--- a/cmd/webhook/main.go
+++ b/cmd/webhook/main.go
@@ -57,6 +57,7 @@ var types = map[schema.GroupVersionKind]resourcesemantics.GenericCRD{
 	v1beta1.SchemeGroupVersion.WithKind("ClusterTask"): &v1beta1.ClusterTask{},
 	v1beta1.SchemeGroupVersion.WithKind("TaskRun"):     &v1beta1.TaskRun{},
 	v1beta1.SchemeGroupVersion.WithKind("PipelineRun"): &v1beta1.PipelineRun{},
+	v1beta1.SchemeGroupVersion.WithKind("CustomRun"):   &v1beta1.CustomRun{},
 	// v1
 	v1.SchemeGroupVersion.WithKind("Task"):        &v1.Task{},
 	v1.SchemeGroupVersion.WithKind("Pipeline"):    &v1.Pipeline{},
diff --git a/config/300-customrun.yaml b/config/300-customrun.yaml
new file mode 100644
index 00000000000..ecdf773ea1c
--- /dev/null
+++ b/config/300-customrun.yaml
@@ -0,0 +1,66 @@
+# Copyright 2020 The Tekton Authors
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     https://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+apiVersion: apiextensions.k8s.io/v1
+kind: CustomResourceDefinition
+metadata:
+  name: customruns.tekton.dev
+  labels:
+    app.kubernetes.io/instance: default
+    app.kubernetes.io/part-of: tekton-pipelines
+    pipeline.tekton.dev/release: "devel"
+    version: "devel"
+spec:
+  group: tekton.dev
+  preserveUnknownFields: false
+  versions:
+  - name: v1beta1
+    served: false
+    storage: false
+    schema:
+      openAPIV3Schema:
+        type: object
+        # One can use x-kubernetes-preserve-unknown-fields: true
+        # at the root of the schema (and inside any properties, additionalProperties)
+        # to get the traditional CRD behaviour that nothing is pruned, despite
+        # setting spec.preserveUnknownProperties: false.
+        #
+        # See https://kubernetes.io/blog/2019/06/20/crd-structural-schema/
+        # See issue: https://github.com/knative/serving/issues/912
+        x-kubernetes-preserve-unknown-fields: true
+    additionalPrinterColumns:
+    - name: Succeeded
+      type: string
+      jsonPath: ".status.conditions[?(@.type==\"Succeeded\")].status"
+    - name: Reason
+      type: string
+      jsonPath: ".status.conditions[?(@.type==\"Succeeded\")].reason"
+    - name: StartTime
+      type: date
+      jsonPath: .status.startTime
+    - name: CompletionTime
+      type: date
+      jsonPath: .status.completionTime
+    # Opt into the status subresource so metadata.generation
+    # starts to increment
+    subresources:
+      status: {}
+  names:
+    kind: CustomRun
+    plural: customruns
+    singular: customrun
+    categories:
+    - tekton
+    - tekton-pipelines
+  scope: Namespaced
diff --git a/pkg/reconciler/pipelinerun/pipelinerun.go b/pkg/reconciler/pipelinerun/pipelinerun.go
index cd9d101eb35..2f9816dcd48 100644
--- a/pkg/reconciler/pipelinerun/pipelinerun.go
+++ b/pkg/reconciler/pipelinerun/pipelinerun.go
@@ -1014,6 +1014,77 @@ func (c *Reconciler) createRun(ctx context.Context, runName string, params []v1b
 	return c.PipelineClientSet.TektonV1alpha1().Runs(pr.Namespace).Create(ctx, r, metav1.CreateOptions{})
 }
 
+func (c *Reconciler) createCustomRuns(ctx context.Context, rpt *resources.ResolvedPipelineTask, pr *v1beta1.PipelineRun) ([]*v1beta1.CustomRun, error) {
+	var runs []*v1beta1.CustomRun
+	matrixCombinations := matrix.FanOut(rpt.PipelineTask.Matrix.Params).ToMap()
+	for i, runName := range rpt.RunNames {
+		params := matrixCombinations[strconv.Itoa(i)]
+		run, err := c.createCustomRun(ctx, runName, params, rpt, pr)
+		if err != nil {
+			return nil, err
+		}
+		runs = append(runs, run)
+	}
+	return runs, nil
+}
+
+func (c *Reconciler) createCustomRun(ctx context.Context, runName string, params []v1beta1.Param, rpt *resources.ResolvedPipelineTask, pr *v1beta1.PipelineRun) (*v1beta1.CustomRun, error) {
+	logger := logging.FromContext(ctx)
+	taskRunSpec := pr.GetTaskRunSpec(rpt.PipelineTask.Name)
+	params = append(params, rpt.PipelineTask.Params...)
+	r := &v1beta1.CustomRun{
+		ObjectMeta: metav1.ObjectMeta{
+			Name:            runName,
+			Namespace:       pr.Namespace,
+			OwnerReferences: []metav1.OwnerReference{*kmeta.NewControllerRef(pr)},
+			Labels:          getTaskrunLabels(pr, rpt.PipelineTask.Name, true),
+			Annotations:     getTaskrunAnnotations(pr),
+		},
+		Spec: v1beta1.CustomRunSpec{
+			Retries:            rpt.PipelineTask.Retries,
+			CustomRef:          rpt.PipelineTask.TaskRef,
+			Params:             params,
+			ServiceAccountName: taskRunSpec.TaskServiceAccountName,
+		},
+	}
+
+	if rpt.PipelineTask.Timeout != nil {
+		r.Spec.Timeout = rpt.PipelineTask.Timeout
+	}
+
+	if rpt.PipelineTask.TaskSpec != nil {
+		j, err := json.Marshal(rpt.PipelineTask.TaskSpec.Spec)
+		if err != nil {
+			return nil, err
+		}
+		r.Spec.CustomSpec = &v1beta1.EmbeddedCustomRunSpec{
+			TypeMeta: runtime.TypeMeta{
+				APIVersion: rpt.PipelineTask.TaskSpec.APIVersion,
+				Kind:       rpt.PipelineTask.TaskSpec.Kind,
+			},
+			Metadata: rpt.PipelineTask.TaskSpec.Metadata,
+			Spec: runtime.RawExtension{
+				Raw: j,
+			},
+		}
+	}
+	var pipelinePVCWorkspaceName string
+	var err error
+	r.Spec.Workspaces, pipelinePVCWorkspaceName, err = getTaskrunWorkspaces(pr, rpt)
+	if err != nil {
+		return nil, err
+	}
+
+	// Set the affinity assistant annotation in case the custom task creates TaskRuns or Pods
+	// that can take advantage of it.
+	if !c.isAffinityAssistantDisabled(ctx) && pipelinePVCWorkspaceName != "" {
+		r.Annotations[workspace.AnnotationAffinityAssistantName] = getAffinityAssistantName(pipelinePVCWorkspaceName, pr.Name)
+	}
+
+	logger.Infof("Creating a new Run object %s", runName)
+	return c.PipelineClientSet.TektonV1beta1().CustomRuns(pr.Namespace).Create(ctx, r, metav1.CreateOptions{})
+}
+
 func getTaskrunWorkspaces(pr *v1beta1.PipelineRun, rpt *resources.ResolvedPipelineTask) ([]v1beta1.WorkspaceBinding, string, error) {
 	var workspaces []v1beta1.WorkspaceBinding
 	var pipelinePVCWorkspaceName string