The astute running brand ties in the local retailers to manage their booths, if not take the risk on the product, using all media platforms available, from print, to digital and social networking to interact with the 5,000 plus runners at the event. The digital coaching program tool is quite popular, again, a way to enhance the relationship between the individual runner, the event, the running community and the sponsor. Another astute tool is to provide a high end performance top as part of the race package perhaps, knowing all too well, that in this competitive environment, success or failure comes one running footwear sale at a time.
New Balance Signs on as Sponsor of Credit Union Cherry Blossom Ten Mile Run
On-line Lottery Sign-up Opens December 1, 2010
WASHINGTON, November 30, 2010 - Global athletic leader New Balance announced today the signing of an official sponsorship deal with the historic Credit Union Cherry Blossom Ten Mile. The company will serve as a supporting sponsor of the race and presenting sponsor of the virtual training program. This year's 39th annual race will be held in Washington, DC on Sunday April 3, 2011, on the middle weekend of the National Cherry Blossom Festival®. The Credit Union Cherry Blossom, which is known as "the Runner's Rite of Spring®," is the only world-class road race in the Nation's Capital and it is part of the Professional Road Running Organization Circuit.
"New Balance is excited to become a sponsor of the Credit Union Cherry Blossom Ten Mile, a race rich in history and tradition in our nation's capital," says Josh Rowe, running marketing manager at New Balance. "This race attracts both elite and everyday runners and thus is an excellent opportunity to for us to highlight our innovative footwear, apparel, and unique brand attributes to runners of all abilities."
As supporting sponsor of the race and presenting sponsor of the virtual training program, New Balance will provide special offers to the more than 5,000 registrants who participate in the free, 10-week virtual training program. The program, prepared by virtual training coach Kirt West, will offer three levels - beginner, intermediate, and advanced - to prepare runners to perform their best on race day. Virtual training participants will receive training advice via daily email messages. Participants can select which program best suits their needs when they register for the lottery.
New Balance will also showcase their performance running collection at the Health and Fitness Expo in the historic National Building Museum. New Balance will provide a Lightning Dry performance top as the official upgrade participant shirt and offer a new line of Credit Union Cherry Blossom 10 Mile branded performance merchandise which will be available to runners at the eight Potomac River Running stores and other locations, and on-line via www.cherryblossom.org. Race and volunteer staff will be outfitted in New Balance products.
"We welcome New Balance as a new partner in the event," says event director Phil Stewart. "As a global manufacturer of some of the best-rated running product in the industry, and a brand with a history of domestic manufacturing, New Balance is a perfect fit for our event, which is held on the National Mall among all of the National Monuments and Memorials."
Due to the popularity of the event, the
organizers will conduct a lottery to select entrants. Entrants will be able to
register for the lottery over a 10-day period between 10:00 A.M. on Wednesday,
December 1, 2010 and 11:59 P.M. on Friday, December 10, 2010. Entrants will be
electronically selected for the 10 mile and 5K Run-Walk after the lottery
registration period closes and the results of the selection process for both
events will be posted on the event website, www.cherryblossom.org, by 10:00 A.M.
on Tuesday, December 14.
About the Credit Union Cherry Blossom 10 Mile:
The Credit Union Cherry Blossom is known as
"The Runner's Rite of Spring®." The staging area for the event is on the
Washington Monument Grounds and the course passes in sight of all of the major
Washington, DC Memorials. The event will offer $46,000 in prize money and time
incentives to elite athletes from around the world. The event also serves as a
fundraiser for the Children's Miracle Network, a consortium of 170 premier
children's hospitals across the United States. Since the Credit Unions became
the title sponsor in 2002, over $4.5 million dollars has been raised through
donations and fundraising on the part of the runners and individual sponsoring
Credit Unions and partners. About one-third of these funds support Washington,
DC's own Children's National Medical Center ("Children's Hospital"). The event
also funds two $5,000 Road Runners Club of America "Roads Scholar" grants
designed to support up-and-coming U.S. distance running talent.
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 4000 people around the globe, and in 2009 reported worldwide sales of $1.65 billion. For more information please visit http://www.newbalance.com.