For the past 25 years, Asics has stood as the official footwear and apparel sponsor of the N.Y. Marathon. This year marks the final time that will be the case, with competitor New Balance stepping into the role for next year’s race. Though it comes as a big change for both brands, Asics is poised to make their Extra Mile campaign the best in the history of their partnership with the event.
Using marketing tactics across social, digital and traditional media, the Extra Mile Challenge brings with it a host of live events and retail specials for anyone to get involved. Asics looks to push past the cold weather by offering multiple opportunities for participants to help the brand give back to a worthy cause simply by running.
“The TCS New York City Marathon is a truly unique and global platform within the running community,” stated Asics America’s vice president of marketing, Roeya Vaughan. “We are thrilled to tap into the excitement and global reach of the event, and create a movement that transcends New York City and inspires people to create positive change, something core to our Asics founding principle of sound mind, sound body.”
The first step is to download the Runkeeper app on your smart phone. As the name suggests, the the application keeps track of your distance, route and time while running and works perfectly for doing so with Asics’ challenge. The brand is encouraging athletes to do so for a four-mile run rather than three, with each completed challenge equaling one donated pair of running shoes to Girls on the Run, a non-profit organization.
There will also be treadmills set up in Columbus Circle when the challenge begins on November 4th for those interested in joining the cause. Each mile completed will also result in Asics donating a pair of running shoes.
If you’re not a runner or are unable to take part in the festivities, the brand will also make shoe donations for every $100 spent on Asics products from October 27th to November 7th at select New York City locations. This includes specialized apparel and shoes created specifically for the N.Y. Marathon.
The campaign will take place from November 4th to the 30th, with 25 runners taking part in the ceremonial one-mile run in Central Park the following Monday. Whether you’re one of the 25 professionals involved or just the average running enthusiast, Asics has offered many ways to support the annual marathon while benefitting a good cause in the process.