Global athletic leader and 2017 TCS New York City Marathon footwear and apparel partner, New Balance, unveiled the All Roads Lead to NY campaign today via social media and out-of-home advertising.
Performance running may be down, but that doesn’t mean the brands that cater to running are letting that stop them from sponsoring events and participants of classic events like the NYC Marathon. New Balance took the time to create an entire collection for this year’s event. The great thing about the marketing around the event is obviously the apparel and footwear, but what I like most is the All Roads Campaign. At the end of the race each runner will have the chance to become the Y in NYC creating a keepsake that will invite dialogue and a sense of community.
There are a variety of events planned that will feature concierge treatment at local NYC New Balance stores, pop up shops and my favorite aspect, “… New Balance has commissioned local artists to create murals in each of the five boroughs that will celebrate the marathon through the lens of that borough. The artwork of David Park in Staten Island (827 Castleton Avenue), Doves in Queens (30th Avenue and Wellington Court), Wayne in the Bronx (Bruckner Blvd and Lincoln Avenue), Ron English in Manhattan (1st Avenue and St. Marks) and AvOne in Brooklyn (307 McKibbin St) will entice visitors to step into the artwork and share on their social handles tagging @newbalance and using #RoadToNYC.”
This is a solid campaign for an amazing event. It will be nice to watch how the engagement works on social and the response to New Balance as the sponsor. Use the source link to read more about the events surrounding the NYC Marathon.