The New York City Marathon is an iconic race, not only because of its location, but because of the size and diversity of its field, and how difficult it is to gain entry. To commemorate this year’s event, Brooks Running produced a special edition of the Ghost 11. The launch brought insights about the race to life in Lichtenstein’s pop art style, echoing the shoe design.
The hyper local insights speak to the nuances of this bucket list race, giving the brand authority as an insider, while remaining globally relevant and entertaining to anyone gearing up for it.
The work encompassed authentic connections with runners across social media, heavy lifting product sales in the digital space, and culminated in a press event, featuring Des Linden, 2018 Boston Marathon Champion. The buzz created by real-time posting by fitness influencers during the event lead to stories on many major news outlets.