By  on October 6, 2017

New Balance is getting creative for its first year as the official apparel and shoe sponsor of the TCS New York City Marathon, employing everything from a pop-up shop to experiential consumer activations around the city prior to the race on Nov. 5.

The theme of the marketing campaign is “All Roads Lead to NYC,” and is intended to celebrate the victory that runners feel crossing the finish line after their 26.2-mile journey. The campaign will include images of participants in the 2016 race throwing their hands up in the air like a “Y.”

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