New Balance Named Official Footwear and Apparel Sponsor of CIGNA Falmouth Road Race
Posted Monday, 7 April, 2008
BOSTON – Boston-based New Balance announced today that it will be the official footwear and apparel sponsor of the CIGNA Falmouth Road Race. New Balance has signed a one-year sponsorship deal with the race, which will be held on Sunday, Aug. 10. This sponsorship is part of New Balance’s new brand campaign, “LOVE/hate. This is the New Balance,” that highlights the runner’s complex love/hate relationship with running “New Balance is excited to be involved in the CIGNA Falmouth Road Race, one of the most recognized road races in the country,” says Dan Green, integrated marketing at New Balance. “This race is woven into the fabric of summer in New England and it celebrates the spirit of competition and personal achievement. The race resonates with all levels of runners from novice to elite and it will enable us to continue to highlight our innovative footwear, apparel, and unique brand attributes.”
As the official footwear and apparel sponsor of the CIGNA Falmouth Road Race, New Balance will showcase their performance collection at the Health and Fitness Expo and at the race finish line area. New Balance will also be the exclusive, performance apparel supplier for a new line of Falmouth Road Race official gear, will outfit race and volunteer staff in New Balance products and will coordinate regional retail promotions and advertising activities around the race.
“We are proud to partner with New Balance as our footwear and apparel sponsor,” says Rich Sherman, race co-director. “New Balance’s commitment to community outreach and social responsibility aligns well with our mission and philosophies. New Balance products are among the best-rated in the industry, and the brand’s long-time New England roots make it an ideal partner for our race.”
Entries will be available to download between May 1 and 12 at www.FalmouthRoadRace.com.
About the CIGNA Falmouth Road Race:
Founded in 1973, Falmouth has been among the world’s top-rated road races for decades. It was named “Best USA Road Race” by Runner’s World magazine and “Best of New England” by Boston Magazine’s New England Travel and Life in the category “Best Road Race.” It was also called the “Best Non-Marathon Road Race in the U.S.” by the New York Roadrunners Club, sponsors of the New York Marathon. It has been featured in Life magazine and in Sports Illustrated as “One of the 25 essential things to do in the summer” as well as in their book entitled “Hotshots. 21st Century Sports Photography.” Competitors have included Olympic medalists Frank Shorter, Joan Benoit Samuelson, Grete Waitz, Rod Dixon, Deena Kastor, Catherine Ndereba and Meb Keflezighi, as well as Olympians Bill Rodgers, Alberto Salazar, Lornah Kiplagat and Kate O’Neill, and former world marathon record holder Khalid Khannouchi. The field annually includes many of the best American and international runners. There are 10,000 official entrants and the spectator crowd has been estimated at more than 50,000.
About New Balance:
New Balance, headquartered in Boston, 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 2,800 people around the globe, and in 2007 reported worldwide sales of $1.63 billion. For more information please visit www.NewBalance.com.
i