Last week we reported that TCS New York City Marathon footwear and apparel sponsor New Balance mapped out plans for its 2019 marketing campaign, with the integrated campaign that not only includes runners, official footwear, apparel and accessories, out-of-home advertising, digital, social engagements, but also a pop-up activation in the NB Pizza Co. The initiative will be housed in Murray Hill at 47 East 34th Street and open to the public on Oct. 11 and every weekend thereafter leading up to and including marathon weekend. Runners from around the world can join the “Miles for Pizza” Challenge,” log miles and cash those in when they arrive in New York.
Cynopsis Sports asked Andy Downin, New Balance Head of Global Running Marketing, about the concept and the brand’s marketing vision.
Downin on how goals and tactics have changed in recent years: New Balance is always looking to innovate whether that is through product, marketing, athletes and of course events. We see events as a way to engage with our audience on a deeper level and in some cases test out some ideas that we might be looking to bring into retail, digital, marketing, etc. Our goal with the NB Pizza Co. pop-up location is to expand upon the Runway Pub that our London team executed this past Spring as a part of their London Marathon marketing campaign. With the NB Pizza Co. we want to reward runners with free pizza and give them a place to come together before and during marathon weekend. In addition to the local NY running community the NB Pizza Co. allows runners to build up miles in the Miles for Pizza Challenge on Strava and then cash those miles in when they arrive in NY for marathon weekend. The NB Pizza Co. pop-up gives us the chance to celebrate the sport of running with the world around the TCS New York City Marathon, the largest marathon in the world.
On partnering with the NYRR: We have said this before but both New Balance and New York Road Runners share a commitment to quality, innovation and giving back. We are proud to have partners that share our brand values. The relationship with NYRR is unique as well in the sense of the depth of the partnership. We work with them year-round on all of their events, I have never been a part of something this comprehensive and has a 12-month cadence to it.
On leveraging pizza: Answer: What is more iconic than the classic NY slice? In taking this concept to NY we wanted to make sure and address the many runners who race the TCS New York City Marathon and give them a chance to partake in this activation. That is why the Miles for Pizza Challenge on Strava allows runners from around the world to rack up miles in their home country and then cash that in when they arrive race weekend. We are excited to officially open the NB Pizza Co. and celebrate and encourage runners in NY and around the world.
On other elements of the campaign: Every Friday, Saturday and Sunday the NB Pizza Co. will offer regular programming including Friday Happy Hour Run, Saturday Long Runs and Single Sundays where the first 50 runners to join receive a free branded singlet. For more information on the NB Pizza Co. please visit www.newbalance.com/milesforpizza and runner’s joining the regular programming are asked to engage with the brand by tagging @newbalancerunning or @newbalance.
