The event, taking place Nov. 3 and among the highest-profile races produced annually by the nonprofit New York Road Runners, is joining with Maybelline New York in a first for both parties.
“New York Road Runners is nearly 70 years old at this point, and our mission is to build communities through the transformative power of running,” said Christine Burke, senior vice president of strategic partnerships and runner products for New York Road Runners. “We were introduced to Maybelline through our expo last year and through conversations around their interest in mental health. We thought this would be an interesting way to partner more deeply.
“In my opinion, it’s the best day in New York,” Jessica Feinstein, Maybelline’s senior vice president of marketing — and herself a veteran marathoner — said. “You see every different type of New Yorker out there, the city is on fire with energy, and we’re a New York brand. Why not connect with this cultural moment, when no other brand connects with New York like Maybelline does?”
The partnership comes as beauty brands have a heightened interest in athletics. Glossier is a long-standing partner of the WNBA, while“We’re the beneficiaries of a running boom that we identify as starting during COVID when gyms were closed and people wanted to exercise,” Burke said. “We have added dozens of running clubs to our programs, and we have 40 adult races per year, which are selling out months in advance of where they sold out a year or two ago.
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