I do remember running the LA Marathon in 1986, and it was fascinating. Bill Burke, the founder, was a man of some politcal power in LA and, after seven attempts, he started a marathon with some chance of success. Part of the reason it was successful was that he hired the NYRR to help make his dream a reality. The late Fred Lebow and Allen Steinfeld were involved and I do remember them telling me how much promise the LA Marathon had.
ASICS BECOMES TITLE SPONSOR OF LA MARATHON
Leading apparel and footwear company signs three-year title partnership with LA race
LOS ANGELES, Calif. (February 12, 2013)–ASICS is the new title sponsor of the LA Marathon. Through 2015, the company will lend its name and support to the city’s premier running event, now called the ASICS LA Marathon, which is growing in prominence nationally and internationally thanks to the world-class and iconic Stadium to the Sea course.
Los Angeles is the first U.S. marathon where ASICS holds a title sponsorship. Already, ASICS is title sponsor of the Stockholm Marathon and is affiliated with several of the world’s top marathons, including New York, Paris, and Tokyo. The company first partnered with the LA Marathon for the 2012 race as a product category sponsor, and quickly recognized the growing importance and value of the Los Angeles race locally, nationally and globally.
“With our US home located in Southern California, the LA Marathon is the ideal place for us to show support for runners of all levels competing right here in our own backyard,” said Kevin Wulff, CEO of ASICS America. “Our experience in Los Angeles last year showed us first-hand that this race is a crown jewel, so we are thrilled to be the title sponsor and have this long-term association.”
As title sponsor of the March 17 race, ASICS will create official ASICS LA Marathon merchandise to be sold at local retail stores as well as the Marathon Expo on March 15-16 at the Los Angeles Convention Center. Also, as part of the title sponsorship, ASICS will be integrated into the LA Marathon with a new LA Marathon event brand logo incorporated throughout the LA Marathon advertising and marketing campaign, all event collateral, as well as integration year round through LA MARATHON LLC properties.
The ASICS title sponsorship is the latest sign of the race’s growing momentum. Just 10 days ago, three-time Olympian and U.S. record-holder ASICS Athlete Deena Kastor signed on to lead the women’s field in the 2013 race. In 2012, the race was named best big-city race by Runner’s World Magazine, and was named top marathon in the West by Competitor Magazine for the second year running. Also, registration for the race is pacing toward a sell-out well before race day.
Los Angeles Sports Council President David Simon, a longtime supporter of the race and a proponent of the Stadium to the Sea course, applauded the news. “Frank McCourt and his team at the LA Marathon are to be congratulated for re-invigorating this race which was born out of the success of the 1984 Olympic Games in Los Angeles,” he said. “We welcome ASICS to Los Angeles and appreciate the confidence they have shown in the LA Marathon and their commitment to making it a truly international race.”
“We welcome ASICS as the new title sponsor and believe this company couldn’t be a better fit with our race and our vision for the future,” said Nick Curl, LA MARATHON LLC Chief Operating Officer. “We have a world class course in a world class city, and now we have one of the most respected athletic brands in the running industry putting its weight behind the race. The sky really is the limit for the ASICS LA Marathon.”
The ASICS LA Marathon will continue to be held on the vastly popular Stadium to the Sea course, now in its fourth year, racing through four cities and federal property and passing many of the city’s top landmarks.
Southern California-based ASICS America is headquartered in Irvine, CA. Information about all of ASICS LA Marathon programs, race resources and registration can be found at http://www.asicsamerica.com/lamarathon/.
Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years go by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories. For more information, visit www.asics.com.
About LA MARATHON LLC:
LA Marathon LLC is a leading U.S. running organization dedicated to transforming lives through year-round resources and events while serving and connecting communities. LA Marathon LLC properties include the LA Big 5K (held the day before the LA Marathon at Dodger Stadium), the Santa Monica Classic 5K/10K in May and the popular six-month LA Road Runners training program led by renowned coach Andrew Kastor. For more information, visit www.lamarathon.com.