Brand marks New York City Marathon sponsorship with new spot and plans for block party at mile 16
For year two of the brand’s TCS New York City Marathon sponsorship, New Balance’s Road To NYC campaign celebrates the journey runners go through as they train for a marathon. Directed by Greenpoint Pictures’ Nina Meredith, the campaign’s emotional series of videos features the stories of real runners. Each runner featured in the Road To NYC campaign will be running the marathon in 2018 and New Balance chose those specific runners because they embody the spirit of independence and embrace individuality.
Director Nina says: “I spent most of my college years running on a division 1 level, so filming “26.2” felt very personal to me. The New York City marathon is a reflection of the city’s diversity: inexperienced runners, elderly runners, professional athletes, and participants from around the world. Documenting the joy and the pain of marathon runners was an immensely memorable experience. I’ll be a very enthusiastic bystander at this year’s NYC marathon!”
The fully integrated campaign includes real runners, official footwear, apparel and accessories, out-of-home advertising, experiential runner activations, digital, social engagements and an on-course block party.
“As we move into our second year as the official footwear and apparel partner for NYRR, we are excited to continue the momentum from last year by bringing great product and experiences to runners from around the world,“ said Tom Carleo, New Balance vice president of running. “The beauty of the NYRR partnership is that it allows us to keep up this energy and conversation with runners 12 months a year all culminating in November with the TCS New York City Marathon.”
Throughout the month of October the New Balance social channels will feature profiles, tips and tricks and social takeovers from the stars of the Road to NYC campaign as well as other runners from around the world.
“The cornerstone of our year-round partnership with New Balance is the TCS New York City Marathon and we’re very excited about this year’s Road to NYC campaign,” said Sarah Cummins, vice president of business development and strategic partnerships at New York Road Runners. “The campaign perfectly captures the emotions that each runner experiences on their personal journey to, and through, the streets of NYC.”
For race day New Balance will host a block party at mile 16 featuring the Brooklyn United drumline to cheer and encourage runners as they take on the last few miles of the race. In addition to the drumline, New Balance will be handing out free swag including branded cow bells and thundersticks to spectators.