New Balance, which has had a relationship with the race since the 1980s and signed on as the official clothing and footwear partner in May 2017, initially began activating around this year’s London Marathon back in mid March with a scene-setting digital and social spot called ‘Why London’.
The sports apparel brand’s activation, which spans television, OOH, print, digital, social, experiential, in-store work and a product range, kicked off with an opening burst of creative revolving around New Balance runners discussing exactly why they’ve chosen London for the ultimate challenge.
The runner-led creative stand was followed by promotional pieces for the sportswear brand’s official ‘Virgin Money London Marathon Official Collection’ product range.
This was followed by a series of runner-specific social creative pieces assets: each exploring one person’s ‘Reasons For Running’.
These included runners such as ‘Sandeep’,
‘Mel & James’.
and ‘Robert & Iwan’.
In the Spring, as the race start grew closer New Balance launched a further #EverybodysRace activation phase anchored by a hero film that debuted on 9 April.
This video was amplified across the brand’s digital and social channels – from YouTube,
to Twitter –
Over 40,000 reasons to run. This is the Virgin Money @londonmarathon. #EverybodysRace #NBLondon pic.twitter.com/uxqvtop3F8
— New Balance UK (@NewBalanceUK) April 9, 2018
and all versions of the ‘40,000 Reasons To Run’ creative phase aimed to drive viewers online to the #NBLondon shop and the online purchasing platforms for the ‘Virgin Money London Marathon Official Collection’ at https://bit.ly/2E7rITL.
Indeed, the campaign’s digital hub – https://www.newbalance.co.uk/londonmarathon/ – promotes not just the race product range, but also utility-focused content silos such as ‘London Calling’ (exploring the event’s history), a 2018 Marathon ‘Training Series’ (in partnership with GoodGym) and a four-week training guide called ‘Variables Of Victory’.
“We are eager and excited to begin our long term sponsorship with London Marathon Events and the charities they support,” said Tom Carleo, Vice President of Running at New Balance.
“The values, history and vision of the two brands have amazing synergies. Together we will bring energy, creativity and passion to the world class events that the London Marathon team has created.”
“We’re incredibly excited for this new partnership with New Balance. We have over six years’ experience working with Virgin Money at the London Marathon and are looking forward to using our knowledge and expertise to assist New Balance in its mission to broaden the appeal of running and get more people participating in the sport,” commented RPM managing director Dom Robertson.
“New Balance is the ideal sponsor for London Marathon Events and we look forward to working with them over the coming years,” said Hugh Brasher, London Marathon Event Director.
“Our company values are perfectly aligned and both organisations work to give back to the communities in which we operate.”
The New Balance campaign, which is amplified by the rights-holder itself across its digital and social channels, is running in parallel with Virgin Money’s own ‘Spirit Of London’ campaign.
The title sponsor’s campaign is spearheaded by a lead video
and supported by additional digital and social video and image based content ranging from celebrity runners such as ‘Michael Watson’
to community organisations such as ‘The Fire Fighters’.
Comment
The activation is part of New Balance’s umbrella sponsorship and marketing strategy focused on creating enhanced marathon event experiences, improving runner performances and fostering a life-long love for running and fitness.
The relationship between New Balance and the London Marathon actually dates back to the early 1980s, when the race was originally founded, and the official tie-up is based upon the principle that both New Balance and Virgin Money London Marathon share similar values and are committed to making a significant impact on the running community;
It was May 2017 when New Balance signed up as the official clothing and footwear partner of the Virgin Money London Marathon and in October it began collaborating with creative agency RPM to activate the tie-up with a partnership event at Village Underground (in East London) and the launch of the New Balance London Marathon Acceptance range of footwear and apparel at the London flagship store on Oxford Street and online.
As part of New Balance’s sponsorship agreement, RPM will be working with the brand to activate at The Virgin Money London Marathon Expo, in addition to other events organised by London Marathon Events Ltd in the run-up to the Virgin Money London Marathon.
The campaign also saw RPM work with the brand to activate at The Virgin Money London Marathon Expo, as well at other events organised by London Marathon Events Ltd in the run-up to the Virgin Money London Marathon.
A further strand of the partnerships sees New Balance will make an annual contribution direct to The London Marathon Charitable Trust: which is committed to inspiring activity and fund recreational projects in the areas where we organise events.
The long-term alliance, signed on 1 May 2017, also includes other events organised by London Marathon Events Ltd: including the 2018 Vitality Westminster Mile, the Vitality London 10,000, the Standard Chartered Great City Race and The Big Half, the new half marathon in London.
New Balance has a strong marathon positioning and heritage.
It is also the official shoe and kit sponsor of New York Road Runners and the TCS New York City Marathon, as well as having a strong stable of sponsorships in support of major marathons in cities worldwide.
Links:
New Balance
https://www.newbalance.co.uk/londonmarathon/
https://www.instagram.com/newbalanceuk/
https://www.facebook.com/newbalanceuk
https://twitter.com/newbalanceuk
https://www.youtube.com/user/NewBalanceUK
Virgin Money London Marathon / London Marathon Events Ltd
https://www.virginmoneylondonmarathon.com
https://twitter.com/londonmarathon
https://www.instagram.com/londonmarathon/
https://www.facebook.com/londonmarathon
RPM
