In most of his appearances, Jim Weber, CEO of Brooks, reminds his media friends that they are only interested in people who run. When Weber took over Brooks in 2001, one of the first things he did was let go one of his largest clients. Jim had figured out that the client was a) problematic, and b)while biggest client, did not make money from client. How could you give up a big client? Weber explained it as the mantra was to stay focused on running building profitability.
Well, it worked, as Barrons noted in their recent in their recent piece on Jim Weber, Brooks has 21 percent of the performance running business, second only to Nike. Brooks stays focused on running. Sounds easy, but it has not. Since 2001, we at @runblogrun have watched several brands try and challenge Brooks, but they loose focus on the prize.
Brooks has a long time relationship with RNR series, and the Marine Corp Marathon and related events. Brooks just signed with Marine Corps once again. Why? Because Brooks understands that keeping communication with their consumers is key. These grass roots events keep the brand focused and remind them that the consumer-brand relationship is key.
The Marine Corps Marathon is an iconic, old school event. The field is strong and the course is honest. Runners come back, year after year to the Marine Corps Marathon. While footwear brand sponsorship is getting harder to fine, as brands are looking for events that work with them to build their brands and the event.
Brooks Running Company and Marine Corps Marathon Organization Extend Decades-Long Partnership
Commit to Building on Historic Race Series with New Gear and Experiences to Inspire Runners
Quantico, Va. – May 6, 2019 – Building on their more than twenty-year history, Brooks Running Company and Marine Corps Marathon Organization (MCMO) have agreed to extend their relationship for another five years. Over the past twenty years, Brooks and MCMO have cheered on more than 370,000 runners who have crossed the finish line at the historic marathon, including thirty-three runners who have completed every Marine Corps Marathon since 1999, the year this partnership commenced. Together, the partners are committed to building on the success of the historic race series with new gear and experiences.
Under the agreement, which extends the partnership until 2024, Brooks will be the footwear and apparel sponsor of the Marine Corps Marathon, held annually in October in Arlington, Va. and the nation’s capital, and Marine Corps Historic Half, which will take place in Fredericksburg, Va. The sponsorship also includes support of other Marine Corps Marathon events including the 17.75K, Run Amuck, Belleau Wood 8K, Recon Ruck, Quantico Tri, Quantico 12K, Turkey Trot and Medal of Honor 8K.
“The Marine Corps Marathon Organization has been one of our premier partners for more than twenty years,” said Stevie Jones, Brooks Event Marketing Manager. “We’re excited to extend our partnership with the Marine Corps Marathon Organization to provide new memorable experiences to more runners through the iconic marathon as well as the Marine Corps Historic Half.”
As part of the continued partnership, Brooks will develop an exclusive line of finisher gear to support the marathon and half marathon events. This collection will include limited-edition tops, jackets and bottoms to help runners commemorate their achievement. Recognizing the hard work that goes into these runs, Brooks will also build on the unique finish line experiences they’ve brought to recent races by creating new memorable moments for runners.
“Brooks has designed apparel and products for the MCM that truly represent the powerful relationship between the runners, the Marines and this special course,” said Marc Goldman, MCMO Sponsorship/Marketing Manager. “Through their activations, retail space and enthusiastic presence at our events, Brooks meaningfully embraces the opportunity to celebrate the runners and foster their on-going connections with “The People’s Marathon.”