ASICS will replace Skechers as the official footwear and apparel sponsor and presenting sponsor of the Los Angeles Marathon starting on March 8, 2020, the event’s 35th Anniversary race. It is a return to the race for ASICS, which had sponsored the LA Marathon prior to Skechers.
The five-year deal, which kicks-off with sponsorship of the Pasadena Half Marathon in Jan. 2020, “solidifies our commitment to the run category,” said Koichiro Kodama, CEO of ASICS North America. Brand integration, on-site and in-store retail events, digital and social content, broadcast integrations and online retail promotions are all part of ASICS’ sponsorship contract with Conqur Endurance Group, the owner/operator of the L.A. Road Runners. Other ASICS’ race sponsorships in the contract include The LA Big 5K, the Santa Monica Classics 5K and 10K and support for extensive youth running and community programs in Southern California.
In other news:
• Zensah, the Miami-based compression apparel brand, is collaborating with Ultramarathon Man, Dean Karnazes, on a special compression, UV-protective sun sleeve for use when trail running, road running, cycling and any outdoor activity. The product is now available at www.zensah.com and at specialty running retailers.
• Adidas’ “celebration jacket” at the 2019 Boston Marathon was constructed from fabric made from plastic waste collected from beaches and coastal communities through the brand’s collaboration with Parley Ocean Plastic.
• Brooks has formed a group of trail runners called the ‘Brooks Off-Road Runners’ to reach and inspire runners in all corners of the trail world. The group of 11, including Basit Mustafa, Jared Bassett and Roxanne Vogel, will help the brand develop new trail running products and offer tips and tricks to the brand’s running community.