The TCS New York City Marathon is known for taking runners on a tour of the city and its five diverse boroughs. But recently, Adidas gave a small group of athletes the chance to see another side of the Big Apple.
Earlier this week, the sneaker brand hosted its first NYC Energy Run, an exclusive nighttime 5K peppered with unexpected moments along the route.
For instance, runners raced through the New Museum to the beats of a group of street drummers and then crashed a concert at The Box, where a Springsteen cover band was performing in front of a live audience. They also got the chance to sprint against two NCAA champions at Sara D. Roosevelt Park in the Lower East Side, and then stopped in at Bacaro restaurant for a quick toast.
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The run ended with an after-party at the South Street Seaport, where DJ Neil Armstrong spun tunes and where Adidas has erected its Boost Experience exhibit to give fans an up-close look at its signature technology.
Among the participants were blogger and running coach Robin Arzon, model and dancer Ally Love and fitness guru MC Barao. All were outfitted in the brand’s Ultra Boost performance running sneakers.
“Fitness and running influencers were invited to participate based on how their personas and style encompass sport, how well they identify with the Adidas brand, their creativity on social and the community they have built,” said Ashley Czarnowski, senior manager of U.S. running-brand communications for Adidas.
Czarnowski noted that the route featured built-in social media moments so consumers could take part in the experience. “This approach allowed [the runners’] followers to feel like they were part of the journey,” she said. “Adidas looks at influencers as creators. Those who don’t follow, but lead the path to what’s next and inspire others to do the same.”
The New York event was part of a larger global initiative for Adidas, dubbed Energy Running, which the company says emphasizes discovery and spontaneity in the running experience. “Each international market has orchestrated its own definition of Energy Running in several major cities, including London, Moscow, Shanghai and Rio,” said Czarnowski.
Watch video from the New York Energy Run here: