S
halane Flanagan, Geoffrey Kamworor and Meb were not the only stars of
the 2017 TCS New York Marathon. New Balance marked its first year as the
official footwear and apparel sponsor of the event with an aggressive activation
that included underground signage in key New York City subway stations and
a 40,000 square-foot booth and retail store at the Marathon expo. This year's
expo did not feature key brands such as Brooks, Adidas, Nike or the previous
footwear sponsor, ASICS.
Industry sources told Running Insight that New Balance broke $4 million
18 runninginsight.com © 2017 Formula4media LLC.
Stars of the City
Scenes from a
Busy Marathon
Week in NYC.
Clockwise from top left: New Balance's 'underground' marketing; Aktiv vs. Cancer honors Gabriele Grunewald; Posing with Miss Liberty at the Saucony booth at the
expo; and Will Leer and Kyle Merber flank Stan Brajer of Polar.
