New Balance, the TCS New York City Marathon footwear and apparel sponsor, has revealed the brand’s 2024 campaign that includes a full collection, consumer events, on-course activations and advertising that spans digital, print, out-of-home and broadcast.
This is the eighth year for New Balance as the footwear and apparel sponsor of the TCS New York City Marathon, produced by nonprofit New York Road Runners, and the brand aims to further spread its message of Run Your Way that welcomes all who run.
The inspiration behind the 2024 New Balance TCS New York City Marathon collection draw from how the entire city becomes one run crew on race day. For one day, the lines between athlete and spectator are blurred. The juxtaposition of motion and stillness is reflected in graphics throughout the collection where the motion of running is blurred against the lines of city and spectators. Colours include Cyber Jade, a nod to a seasonal colour for the brand, and an exclusive Pink which is feature across runways and various sports globally, specially created for the New York City Marathon collection.
The New Balance NYC Marathon Windcheater Jacket remains the standout piece of the collection, available this year in Aluminium Grey and Hi-Pink for women, and Aluminium Grey and Cyber Jade for men. A new spandex material has been incorporated to enhance stretch and mobility, offering improved performance and comfort. A new addition to the collection also includes one men’s and one women’s Short Sleeve T-Shirt in black that are made with at least 95% REPREVE® polyester created by combining recycled post-consumer plastic bottles with excess t-shirts from an unforeseeable past race cancellation. The portion of material coming from the repurposed t-shirts does not exceed 10% of the total garment fabric content.
Rounding out the New Balance 2024 TCS New York City Marathon Collection are two popular performance footwear models: the all-new Fresh Foam X 1080v14 for suggested retail price of $179.99 and the FuelCell SuperComp Elite v4 that are available for suggested retail price of $264.99.
“The collection this year aims to honour the incredible achievement of the runners but also the spectators who line the streets and become a part of the excitement that is the New York City Marathon,” says Jeff Garabedian General Manager for Apparel. “The 2024 marathon collection offers both technical running gear and fashion forward designs and silhouettes for spectators and runners alike, further illustrating how this race and the city come together as one on race day.”
The official New Balance TCS New York City Marathon Collection will be available at select retailers, including the NYRR RUNCENTER Featuring the New Balance Run Hub, New Balance Flatiron, New Balance Upper East Side, New Balance Upper West Side and www.newbalance.com with suggested retail pricing ranging from a $27.99 5-Panel Everyday Trainer Hat to the $264.99 FuelCell SuperComp Elite v4.
New Balance will unveil two pop-up locations, one in the Time Warner Center at Columbus Circle (10 Columbus Circle) and the other in Soho (131 Greene Street). Both locations allow residents and the visiting global running community to interact with the brand through the Run Your Way ethos. Visitors can participate in shake-out runs, create race posters, customize singlets and see the latest innovations across the brand’s product offering. The New Balance pop-up locations will be active from Friday, November 1st through Monday, November 4th.
“Every step through each borough in the New York City Marathon celebrates running, as the community comes together to honour the sacrifice and dedication of the runners,” says Tom Carleo, New Balance Vice President of Running. “New Balance is proud to continue to be a part of this incredible race and engage with runners from around the world. This year, we will give visitors and New Yorkers various touchpoints where they can learn more about New Balance, as we join together to take over the city and showcase the power of running.”
The two New Balance retail locations on the Upper West Side and NYRR RUNCENTER featuring the New Balance Run Hub will all celebrate the 2024 TCS New York City Marathon by featuring the latest Run Your Way campaign that features New York-based runners. Runners participating in the 2024 race can visit these New Balance retail locations and receive complimentary customization and fun photo activations.
In addition, New Balance will blanket New York City starting mid-October with out-of-home advertising in digital, high-traffic locations throughout the city, broadcast, digital and streaming as well as activations with key running influencers and run crews.
