HILFIGER’S ALL-AMERICAN RACE
Byline: Kerry Diamond
NEW YORK — Tommy’s on the run. Again.
The second annual Tommy’s American Running Series, sponsored by Tommy Hilfiger Toiletries and the New York Road Runners Club, will take place on the Fourth of July in 13 cities across the U.S.
In addition to the races, fireworks and other festivities held throughout the day, the running series is a fund-raiser for the fight against multiple sclerosis. Hilfiger Toiletries will make a contribution to the Nancy Davis Foundation’s Race to Erase MS and the local participants will be contributing to the National Multiple Sclerosis Society chapters in their communities.
Hilfiger Toiletries starts promoting the event in May in conjunction with local retail partners. The in-store promotion is broken into three parts: On Your Mark (in May), Get Set (in June) and Go (in July). During this time, racers and interested customers can receive training tips, advice and even Tommy Hilfiger shoelaces. The final in-store component is the race registration.
“This is a unique way of bringing customers into the stores,” explained Barbara Jasinski, vice president of sales education at Aramis, the division of Estee Lauder Cos. that includes Hilfiger’s beauty business.
Those who register receive a goodie bag with a race T-shirt, Hilfiger fragrance samples, information on multiple sclerosis and bounceback cards. At the finish line, all the racers will be fitted with a Tommy or Tommy Girl scented bracelet that snaps onto the wrist.
The race is being advertised in Runner’s World and promoted on tommyrun.com.
More than 17,000 runners and 400,000 spectators participated in last year’s event.