08 Dec Asics America to End NYC Marathon Partnership
Asics America Corp. announced that it will end its 25-year partnership with the TCS NYC Marathon following the 2016 race.
New Balance is expected to hold a news conference in New York City on Tuesday to announce that it is taking over the sponsorship. New Balance is expected to pay more than the $3 million Asics paid annually.
Asics will serve as official footwear and apparel partner of the race for the final time next year, continuing its long tradition of robust consumer activation and official marathon product collections. Asics has been a prominent supporter of the marathon dating back nearly half a century to the first running of the race by fewer than 100 people in New York’s Central Park.
“Asics has had a tremendous run with the TCS NYC Marathon over the last quarter century and we will always hold the amazing runners and fans in New York near and dear to our hearts. Though not easy, this was a strategic business decision, as the running and marketing landscape continue to change so dramatically. This was the right time for us to take a strategic look at our overall marketing and engagement plans for the future,” said Gene McCarthy, Asics America’s president and CEO. “As one of the world’s premier performance running brands, the sport is in our DNA and our commitment to runners of all kinds and developing the very best products and experiences for them will never change. Runners perennially choose Asics over other brands in top races across the U.S. and abroad, and our loyal fans will continue to wear Asics proudly as they run the famed streets of New York City’s five boroughs at the TCS NYC Marathon for many years to come. Knowing that 2016 is our last year, we have some great activations planned that will provide another terrific experience for all those involved in the marathon. We look forward to celebrating with all of the inspiring marathoners from around the world in New York again next year.”
In addition to the brand sponsoring nearly 200 running events in the U.S. and internationally, Asics America continues to support many of the world’s top and up-and-coming long and middle distance runners, including Olympian Deena Kastor, who recently broke the American masters marathon record in Chicago, Olympian and American half marathon record holder Ryan Hall, Sara Hall, Diego Estrada, Heather Kampf, Shadrack Biwott, Josphat Boit, Julie Culley, Lauren Jimison, Ryan Martin, Alysia Montañez, Adriana Nelson, Gabe Proctor, Becky Wade and Bria Wetsch.
Asics earlier this year ended its sponsorship with the LA Marathon. Skechers is taking over for the 2016 race.