New Balance, unveiled its All Roads Lead to NYC campaign today via social media and out-of-home advertising in support of its 2017 TCS New York City Marathon. The campaign includes official footwear, apparel and accessories, out-of-home advertising, experiential consumer activations, digital and social engagements, on course block party and a pop-up shop.
“We are excited to celebrate our first year as a NYRR foundation partner and help host this incredible event,” states Tom Carleo New Balance vice president of Running. “Participants travel different roads, from all corners of the world, but what they all have in common is they all cross the same finish line in New York. We look forward to celebrating that moment with them.”
The All Roads Lead to NYC campaign celebrates the emotional journey of the runner, the sense of accomplishment a marathon runner feels getting to the starting line in New York and especially the unforgettable feeling of crossing the finish line. The 2017 campaign features images from real runners as they came across the finish line in 2016. The photos capture runners throwing their hands in the air, becoming a human “Y”, to celebrate the hard work and dedication it took to cross that finish line.
“We are thrilled about all of the incredible opportunities (New Balance is) providing for our local and global running community,” says Sarah Cummins, head of business development and strategic partnerships at New York Road Runners. “The All Roads Lead to NYC campaign is inspirational and heroic—a true embodiment of TCS New York City Marathon day for our 50,000 runners. We look forward to continuing to bring our partnership with New Balance to life in innovative and inspiring ways.”
To celebrate the finish line emotion, New Balance will have several NYC Victory Pose locations throughout the city. Each location will have life size “N” and “C” letters inviting visitors to become the “Y” in NYC and showcase how they would celebrate reaching their finish line on social media using the brand’s official marathon hashtag #RoadToNYC. The NYC Victory Pose will kick off Oct. 29th at the TCS New York City Marathon Pavilion and roll out to other locations including the TCS New York City Marathon Expo Presented by New Balance, Sheraton New York Times Square, NYRR RUNCENTER Featuring the New Balance Run Hub, New Balance Flatiron store, Paragon Sports and select DSW stores.
In addition, the brand will launch the New Balance Run Club pop-up in the And&And space at 353 West 12th St. in the West Village. The store will offer three days of programming Nov. 2-4 with each day focusing on a new theme. Day one: the rhythm of distance running with musical guests. Day two: a focus on performance with a Team New Balance athlete panel. Day three: exploring fuel for marathons. Visitors can interact with New Balance while enjoying food, drinks, daily runs and limited-edition merchandise.
As another dimension of the campaign is the New Balance Run Concierge providing a variety of services to the runner and their support crew. It will be in four locations, each one with a different theme. At the NYRRRUNCENTER Featuring the New Balance Run Hub visitors can participate in the New Balance Test Drive, which allows them to check out a pair of New Balance running footwear for free and unlock a surprise gift bag. At the TCS New York City Marathon Pavilion any visitor who purchases a marathon badged top can receive free customization; allowing runners and non-runners to personalize their gear. Other locations for the Run Concierge are New Balance Flatiron store and the New Balance Run Club.
New Balance has also 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 Ave.), Doves in Queens (30th Ave. and Wellington Court), Wayne in the Bronx (Bruckner Blvd. and Lincoln Ave.), Ron English in Manhattan (1st Ave. and St. Marks) and AvOne in Brooklyn (307 McKibbin St.) will encourage visitors to step into the artwork and share on their social handles tagging @newbalance and using #RoadToNYC.
On race day, New Balance will runners punch through the proverbial ‘wall’ by holding the New Balance Mile 20 Block Party, often the most difficult part of the race for a marathoner. Live music by Bronx DJ’s, a large interactive digital screen, encouraging words from fellow New Yorkers and Daybreaker will curate the cheer zone.
Finally, New Balance will blanket the city in the Road to NYC creative with out-of-home advertising starting Oct. 9th. This includes digital billboards in Times Square, subway takeovers at the new digital 34th St.-Hudson Yard, Columbus Circle near the finish line, taxi TV videos and local and national broadcast spots.