New York Road Runners Unveils Updated Brand Positioning, New Logo
NYRR pledges enhanced efforts to champion lifetime benefits of running
New York, October 31, 2011—New York Road Runners (NYRR), which during its 53 years of existence has grown from its roots as a local running club to the builder of the world’s premier marathon to the guardian of the running industry, is activating an updated brand position: the world’s premier community running organization. With an enlarged agenda that aims to foster measurable change in community health and well-being, NYRR has pledged to champion the benefits of a lifetime of running by leading a global running movement.
In order to make the pathway to running more accessible to a broad audience in this digital age, the organization is evolving to heavier use of the initials NYRR. The new brand position also includes a new look, a new logo with a runner as the central design element, and an enhanced digital presence. To generate awareness of the initiative, NYRR plans to launch a new consumer PSA campaign in 2012 based on its new “Run for Life” tagline and manifesto.
“For us, ‘Run for Life’ is not just a tagline but a mission,” said NYRR president and CEO Mary Wittenberg. “We’re already doing many great things in schools and communities, but this updated positioning allows us to share our evolution, sense of purpose, and increased focus on issues that are critical for New Yorkers and today for all Americans and for people around the world. With that in mind, we’re pledging to increasingly channel our resources and our industry-leading position behind a global running movement that champions the benefits of a lifetime of running.”
“New York Road Runners has a rich heritage in running, which is anchored in New York City but has an impact that spans the globe,” said NYRR chairman of the board George Hirsch. “With our new branding, we are seeking to better capture the vibrant role NYRR plays in New York City and throughout the world of running.”
“New York Road Runners plays a very influential role in running today, and with their new branding, they are building on the foundation they have laid during the past 50 years,” said world record-holder and three-time ING New York City Marathon champion Paula Radcliffe. “It’s exciting to see the organization increase its efforts to attract more people to the sport that has been so good to me and so many others.”
NYRR chose New York−based integrated brand communications agency Doublespace as their partner on the brand assignment after a review of eight top agencies.
Youth & Community Outreach
In support of its updated positioning, NYRR will continue to leverage its unique combination of earned and contributed income to:
• Make its free running programs available to every school in New York City and to ensure that every child has the opportunity to experience running as part of his/her education
• Offer resources to thousands of schools nationwide in addition to developing a national curriculum for teaching running as a part of physical education
• Explore providing more free running programs throughout New York City’s five boroughs beyond its school- and community center-based initiatives
• Expand programs in underserved community segments such as teen girls, at-risk youth, children, adults at risk for diabetes and heart disease, and others needing to overcome sedentary lifestyles
• Increase its focus on training, wellness, and education through a new and improved digital presence that will launch in January 2012
Competitive Running
The effort also includes competitive running. NYRR will:
• Extend its support of professional athlete development through its “Champion’s Circle” program, with the goal of raising $1 million over the next four years for U.S. post-collegiate and Olympic development training groups around the country
• Work to develop a one-mile track series comprised of key races, including the famed Wanamaker Mile at the Millrose Games and NYRR’s Fifth Avenue Mile
New York Road Runners
New York Road Runners was founded in 1958 when a small group of passionate runners vowed to bring running to the people. Over the past 53 years, NYRR has grown from a local running club to the world’s premier community running organization. It is our mission to empower everyone of all ages and abilities—beginners and professional athletes, the young, the elderly, and the underserved—to improve their health and well-being through the power of running and fitness.
NYRR’s race properties, community events, instruction and training resources, and youth programs give hundreds of thousands of people the motivation, know-how, and opportunity to start running and keep running for life. Our premier event, the famed ING New York City Marathon, attracts the world’s top pro runners and weekend warriors alike while also raising millions of dollars annually for charity. We are equally committed to the runners of tomorrow, passionately providing youth fitness programs that educate and inspire more than 100,000 kids in underserved communities in New York City, the United States, and around the world. Headquartered in New York City, our unique non-profit model teams contributed and earned income to make all our efforts possible. To learn more, please visit www.nyrr.org
