Crazy weekend with the NYC Marathon. There were SO many shakeouts, events, and popups, and the cheer zones were electric. Sort of a slower race this year. Notable things: Bandit popup was cool, the entire WIlliamsburg corner around 14-16 was one of the most popping. Below are a recap of the notable events, as well as this weeks (relatively limited) upcoming releases.
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Quick Hits
On How Marathons Became Fashion Shows - “Business of Fashion pulled a New York Times (discovering a trend after it’s hit its high watermark)” - well said Lee. I’ve seen iterations of this story pop up a few times, and I’m still not buying it. You could compare it to ComicCon too. It’s efficient marketing given there are 56,000 runners spending $$$ converging in one area.
There are now 7 marathon majors. Sydney was just added.
While the legendary Jenny Simpson just ran her last pro race at 38, Sara Vaughn was first American woman at 38, and Abdi Nageeye won his first major at 35.
NYC Marathon Recap
Comparing this to Boston, NYC really has the events and marketing stuff down. Maybe there’s too much going on. It’ll be interesting to see if brands invest more this year in Boston. The last couple years, there were relatively few events and a handful of popups, despite many brands headquartered here. I expect Tracksmith and New Balance to step up Overall the most visible brands to me were Bandit and New Balance. Bandit clearly went all out on events and marketing here. Tracksmith did solid work, and at this point have a pretty solid operation between their posters and “First to the Trackhouse” robes. New Balance was all over given they sponsor the event.
New Balance
NB had their hands full between their official collab with Endorphins, Action Bronson’s Baklava shakeout (s/o @runnersmood) and cookout, and the NB EU led popup with Distance and Jolie Foulee. As a Bronson fan, I stopped by Baklava event. Between the three activations, they were able to reach a pretty diverse audience.
Saucony (x Minted)
Saucony x Minted in-store release was on Friday Nov 1 at their popup. The line was around the block at 1:30 pm for a 2:00 pm open; Saucony running is looking pretty hyped right now. Marcus Milione, the founder, was meeting with anyone that wanted a couple minutes, and I got a few words in with his brother and co-founder Shawn as well. They’re clearly passionate about making real running gear as they’re long time runners. More stuff coming from them soon!
Long Distance
Fittingly had a multi-disciplinary art popup featuring films, photos, and even a panel talk. Interestingly had a merch shop featuring a wide range of run club gear as well. Haven’t seen anything like that before. Check them out here.
Bandit (and asics)
Bandit’s popup store was incredibly sleek in a large gallery type space that would have been just as fitting for Balenciaga as it was their running apparel. Pretty much everything sold out again, but they put a limited amount online.
Their cheer zone was just as cool: professional DJ booth setup outside Williamsburg bar, Eavesdrop. As a NYC based brand, I expect them to create the sort of event where people want to go, want to be seen, and want to be tagged on IG to repost.
This Week
Beams x Hoka Stinson Evo OG releasing on Nov 8th. This is a limited colorway for Beams, a Japanese streetwear brand. Unclear if it’ll make it to the US market. More info here.
Saysky and 4T2 launched a collab colorway trail shoe to match the Saysky trail apparel.
Diadora just launched a Runaway race kit, partnering with the popular running store in Milano. The brand is clearly making an effort to reinvest in running. Interesting to see more of these direct brand-retailer collabs happen. Nothing spectacular but notable collab.
Adidas latest Adios Pro 4 racing shoe is available via raffle on the Adidas app.
Minted x Saucony Endorphin Speed 4 to release widely November 7th. Looks like some stores have it listed as coming soon. Minted will release it online at 11 am EST. Apparel is online at various retailers, including Running Warehouse.
