We examine the enduring collaboration between one of the world’s biggest sports brands and the growth of the New York City Marathon
Renowned for its challenging course and its vibrant atmosphere, the TCS New York City Marathon (NYC Marathon) is often synonymous with images of enthusiastic spectators, music, and cultural displays.
It is a huge festival and celebration of runners of all levels - from elite athletes to everyday enthusiasts - each inspired to run their way through New York’s iconic neighbourhoods. More than just a race, the NYC Marathon embodies the energy and diversity of New York City itself.
Run Your Way: A New Balance Commitment to Individual Runners and the Running Community
A long-standing partner of the NYC Marathon, New Balance's association with NYC Marathon dates back to the early 1980s, where the brand became the official sneaker sponsor in 1980.
The partnership has since evolved into a lot more over the decades, with New Balance playing a significant role in the event. Rooted in their “Run Your Way” philosophy, New Balance encourages runners to embrace their unique journeys and challenges, providing footwear for runners and offering support for many marathon-related activities.
Every year, New Balance creates special edition shoes and apparel to commemorate the marathon, and 2025 is no different with the SC Elite V4s and 1080v14s coming in special designs and colourways for this year's event, further solidifying New Balance's connection to the NYC Marathon.
The partnership emphasises New Balance's commitment to running and fitness, as well as its engagement with the running community in New York City and around the world.
This collaboration has helped both New Balance and the NYC Marathon grow in prominence within the running world.
Beyond just sponsorship the collaboration has now become a key part of the event's culture.
So what can runners of the TCS New York City Marathon expect from New Balance this year? Here are a few highlights to keep a lookout for!
Special Edition Gear
Each year, New Balance releases limited-edition NYC marathon gear, including running shoes and apparel, often featuring the marathon's iconic logo and colors. These items are highly sought after by both participants and fans and are available at the race expo, brand house and select locations.
Local Collaborations
New Balance collaborates with local artists and designers annually to create unique merchandise that reflects the spirit of New York City, celebrating the city’s vibrant culture.
Some notable past collaborations include a limited-edition release inspired by the iconic artist Keith Haring. In this collaboration, New Balance showcased sneakers featuring designs influenced by Haring’s unique style, celebrating both his legacy and the energy of New York City.
Another significant collaboration was the 2021 New Balance x TCS New York City Marathon Collection. This collection celebrated the 50th running of the NYC marathon, paying homage to the first ever New York City Marathon and acknowledging the influence of Central Park on the race.
New Balance has also consciously been collaborating with the likes of Aimé Leon Dore, Joe Freshgoods, and Salehe Bembury; likely reasons behind the brand's upward momentum and helping the brand attract a younger, more diverse audience.
Runners' Experience
The brand focuses on enhancing the overall experience for runners, from pre-race expos to on-course support and dedicated cheer zones, ensuring that participants feel valued and supported throughout the marathon journey.
Community Engagement
New Balance actively engages with the local running community through training programs, events, and workshops leading up to the NYC Marathon. They often host events at their flagship store in New York City, providing runners with resources and a space to connect.
Sharing of Innovative Technology
The brand often showcases its latest footwear technology during the marathon, allowing runners to experience cutting-edge performance gear first hand at its pop-up and brand activations. Doing this has not only enhanced the marathon experience for runners but also helped to elevate New Balance’s profile within the running community.
Training Programs
New Balance often sponsors training groups and runs leading up to the marathon, providing resources, coaching, and support to help runners prepare. These programs foster a sense of community among participants.
Post-Race Celebrations
After the marathon, New Balance frequently hosts post-race celebrations and events where runners can gather, share their experiences, and enjoy the camaraderie of the running community. Keep a lookout for more details on the New York Road Runners' official website here!
All these efforts have helped to solidify New Balance's reputation not just as a sports, lifestyle and footwear brand, but as a key player in the running community that has made them a significant contributor to the NYC Marathon's success.
Want to learn more about New Balance at the 2025 TCS New York City Marathon? Stay tuned as we bring you more updates in the coming week from New York City with New Balance! #NewBalance #NewBalanceRunning #TCSNYCMarathon #RunYourWay
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