As Los Angeles Marathon title sponsor for a second year, Skechers Performance will run its Road to Los Angeles campaign in line with the sporting event.

Skechers Performance has returned as the title sponsor of the Los Angeles Marathon with fresh activations and a new footwear and apparel collection. The marque has launched Road to Los Angeles, a global initiative offering its international partners the chance to partake in a VIP experience.

In total, the sportswear giant will host more than 60 runners from 35 countries for the iconic Stadium to the Sea course. The marketing effort is designed to increase awareness around the Skechers Performance Los Angeles Marathon and elevate the brand across its international markets.

The team entails several seasoned athletes such as Kavita Tungar, who is India’s current 10K national record holder; first-time marathoners, Sophie Geoffrion and Chloe Rochette, who are from Canada and own a health and wellness company called Happy Fitness; as well as several media personalities.

Other key participants include Singapore’s Shape magazine editor, Zarelda Goh; Gerald Anderson, an actor, producer, and triathlete from the Philippines; and Chan Kwok Keung, who popularised trail running in Hong Kong and has taught over 3,000 students for free over the past 20 years.

As they train, the brand will capture each of the runners’ journeys via a dedicated website as well as through the participants’ social media channels using the #GORUNLA hashtag. Also, the footwear specialist has introduced official race merchandise online to include limited-edition products.

The collection is set to feature top styles from the brand’s spring 2017 footwear line to include the GOmeb Razor, GOrun Ride 6, and GOrun Forza 2 variants. An additional offering—GOrun Forza 2 OMG—is being launched and will be available exclusively at the marathon’s merchandise booth.

The brand is unveiling an expanded range spanning technical run shorts, leggings, tops as well as casual tee shirts and run accessories such as belts, hats, and water bottles. The goods also go on sale at the marathon’s public expo taking place at the Los Angeles Convention Center from 17-18 March.

“Our inaugural title sponsorship of the 2016 Los Angeles Marathon was extremely successful. This year, we wanted to build on our record-setting growth by creating an experience for as many global partners as possible,” said Rick Higgins, SVP, Merchandising & Marketing at Skechers Performance.

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