New Balance announced a fully integrated campaign to celebrate the forthcoming New York City Marathon and the brand’s TCS New York City Marathon Collection. The official footwear and apparel sponsor of the marathon for three consecutive years, New Balance is engaging with runners via a pop-up pizzeria, out-of-home (OOH) ads, social engagement and a race day block party.
The NB Pizza Co. pop-up shop will be open to the public on October 11 and every weekend thereafter ahead of the marathon including the marathon weekend. New Balance is encouraging runners to participate in the campaign’s “Miles for Pizza” challenge, where runners from around the world can log their miles wherever they are via the Strava app. To redeem their reward, runners must show staff at the pop-up shop their logged miles in the app to receive free pizza provided by L’Industrie Pizzeria in Williamsburg. Runners will receive one slice for five miles, two slices for 10-25 miles, four slices for 50 miles, six slices for 75 miles and a full pizza for 100 miles. Runners in New York will have additional opportunities to cash in their miles leading up to the race which falls on November 1.
In addition to the “Miles for Pizza” challenge, New Balance is hosting experiential activations including Friday happy hour run, Saturday long runs and single Sundays where the first 50 runners to join receive a free branded singlet.
New Balance is also creating a multi-sensory shopping experience at the 2019 TCS New York City Marathon Expo, October 31-November 2. The retail space will bring the streets of New York to the Jacob K. Javits Convention Center, where the expo is taking place, through hero displays and photo opportunities for runners to enjoy. The TCS New York City Marathon Expo, the largest running expo in the US, features over 130 health and fitness vendors. There, runners can shop the New Balance collection and also polish their race strategy with tips from the “NYRR Running Lab,” presented by New Balance.
OOH ads for the campaign will start on October 28 across the ABC super sign, Footlocker and Champs digital signs in Times Square.
On race day, New Balance will once again host a block party at mile 16 to cheer on runners during their last few miles and hand out free swag to spectators. Sounds will be provided by the Brooklyn United drumline, all-female Brazilian Samba drumline Fogo Azul NYC, DJ Cory Townes, Cobra Performing Arts Majorettes drumline and all-female brass brand the Pinettes.