NYC Marathon Week
New Balance wanted to create a consistent, inspirational brand imprint throughout the city leading up to the NYC Marathon, utilizing NYC inspired artwork and elements of the #roadtoNYC campaign.
Whether traveling from the next borough or across the globe, marathoners find their magic in NYC. As home to one of the most prestigious running events in the world, the energy of the city is used as both fuel & inspiration for some of the toughest competitors in the world.
Create cohesive and engaging experiences throughout New York City that both inspire and energize the spirit of NYC Marathon participants and spectators.
Traction on the #roadtoNYC hashtag was massive during the week, and marathon runners got a proper welcome to the world's greatest city. From the week's start all the way to the finish line, Crush worked with NB to celebrate a joyful, inclusive, and inspiring community.
- Experiences & Events
- Storytelling & Production
- Strategy: Mazin Melegy
- Design: Sara Khadar
Partners & Sponsors
- NAC Events
- Brooklyn United
- New York Road Runners
Every year, 60,000+ runners come from around the world to pick up their bibs and begin their NYC marathon experience at the Javits Center. Crush & Lovely helped welcome the global community of runners by designing the Finisher's Journey experience, creating a space for runners to share their #roadtoNYC with memorable photo moments, and to write encouraging notes for one another at the NB Inspiration Wall.
We continued the experience to the NYRR Finisher's Pavillion, where we fabricated a multi-purpose branded footbrint, integrating a retail display and a photo moment. We invited runners to visit us at the NB Run Hub, located near the pavillion, where we playfully decorated lockers with race-inspired gifts.
On race day, we hosted a lively Cheer Zone at Mile 16 where we partnered with the Brooklyn United Drumline & Dance Team. They stole the show, reenergizing runners with an irresistable energy that pumped up the crowd. Each member was dressed in a custom New Balance uniform, with a handmade, marching band cap. New Balance sunglasses & sneakers were also provided, accenting the beautifully custom-wrapped New Balance drums.