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Asics returns to road running with LA Marathon deal

Japanese sports brand Asics has signed a five-year deal as the Official Footwear and Apparel Partner and Presenting Sponsor of the Los Angeles Marathon beginning in 2020.

The brand will replace Skechers Performance, a division of Skechers, which took over title sponsorship of the marathon in 2016.

The deal with the event operators, Conqur Endurance Group, also marks the return of Asics sponsoring a major marathon in the US.

In 2017, New Balance replaced Asics as the official footwear and apparel partner of the TCS New York City Marathon. Asics had been a New York City Marathon partner for 25 years.

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Koichiro Kodama, chief executive of Asics North America, said:  “Our partnership with Conqur to become the Presenting Sponsor of the Los Angeles Marathon solidifies our commitment to the run category

“Asics is back and more dedicated than ever to drive our brand forward as we build off of the very foundation we were created on – performance running.”

Under the deal, Asics gets significant brand integration, on-site and in-store event activations, digital and social content, broadcast integrations and online retail promotions.

In addition to the 2020 Los Angeles Marathon, Asics will expand its partnership in Southern California by becoming Official Partners of the Pasadena Half Marathon at the Rose Bowl, The LA Big 5K, and Santa Monica Classic 5K and 10K. Asics will also look to support Conqur’s extensive youth running and community programme.

The new partnership starts in January 2020, beginning with the Pasadena Half Marathon, ahead of the Los Angeles Marathon in March.

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