adidas mundial team astro A memorable Marathon
Needless to say, it is also a major event for the athletic outerwear industry. New Balance, the only major athletic shoe company that manufactures all of its products in the USA, became the official sports apparel company for the race this year. New Balance doesn’t have much of a footprint in the pro and college basketball world where Nike, Under Armour, and Adidas battle for supremacy, so it figures that running is a good place for the company to plant its flag. The running industry has long been hospitable to smaller footwear companies like Asics, Saucony, Altra, Newton and Brooks Running.
Coinciding with SBJ’s Sports Marketing Symposium was another conference and trade show, Ad Tech, which was taking place in Chelsea. While Ad Tech looks at how technology has affected advertising and overall media, it did not forget about sports. National Hockey League Chief Marketing Officer Heidi Browning and former New York Islanders great Pat Lafontaine spoke about the challenges facing the NHL in an era when millennials are not only cutting the cord with respect to cable television subscriptions and don’t seem interested in traditional broadcast television either.