The apparel and footwear company is now associated with one of the world’s toughest ultras.
From a press release on its website, New Balance announced today that it is now the official apparel and footwear sponsor of South Africa’s most-famous ultra marathon: Comrades.
The annual race, that alternates direction every year with “down runs” from Pietermaritzburg to Durban to “up runs” from Durban to Pietermaritzburg, is approximately 54 kilometers in distance.
Runners are given 12 hours to complete the race. The event dates back to 1921 and to have run “Comrades” is considered by many to be the true mark of an ultra athlete.
New Balance’s sponsorship began on Monday — in time for the 2014 edition that takes place on June 1.
“New Balance is thrilled to become the official footwear and apparel sponsor of The Comrades Marathon,” said Alan Hed, executive vice president, international at New Balance. “As one of the fastest growing global athletic brands, this storied and significant race will allow us to further expand our international presence in running and highlight our innovative footwear, apparel, and unique brand attributes to athletes of all abilities.”