New Balance Marathon Campaign Runs the Gamut

New Balance is getting creative for its first year as the official apparel and shoe sponsor of the TCS New York City Marathon, employing everything from a pop-up shop to experiential consumer activations around the city prior to the race on Nov. 5. The theme of the marketing campaign is “All Roads Lead to NYC,” and is intended to celebrate the victory that runners feel crossing the finish line after their 26.2-mile journey. The campaign will include images of participants in the 2016 race throwing their hands up in the air like a “Y.” To continue on that theme, New Balance will install several NYC Victory Pose locations around the city featuring life-size three-dimensional “N” and “C” letters where visitors can be photographed making themselves the “Y.” Those photos can then be posted on social media. The Victory Pose locations will open on Oct. 29 at the marathon expo, the Sheraton New York Times Square, the New York Road Runners’ RunCenter, New Balance’s Flatiron store and Paragon Sports. In addition, a New Balance Run Club pop-up, located in the And&And space at 353 West 12th Street, will be open from Nov. 2-4 and will feature different programming each day. The first day will focus

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