A glimpse of the 40 specially-designed Snapchat Geofilters for race day. Photo Courtesy of Skechers Performance
The 2017 edition of the Skechers Performance Los Angeles Marathon, which ranks as the fourth largest U.S. marathon and tenth in the world, has even bigger plans for race weekend.
Using more than 40 specially-designed Geofilters, the first-of-its-kind partnership between Snapchat and the Skechers Performance Los Angeles Marathon, will make social media history by allowing runners to “Run. Snap. Swipe. Celebrate!” their way over the 26.2-mile route.
The on-demand Snapchat Geofilters are woven throughout the race’s route, with tie-ins to Dodger Stadium, Rodeo Drive, Silver Lake, Santa Monica Pier, and many other location-based landmarks along the “Stadium to Sea” marathon course. In addition to featuring landmark-themed graphic overlays every mile, the social media app will also allow runners, spectators and volunteers to capture and share their marathon moments with marathon-inspired, unique images.
Snapchat is going for a record “longest on-demand Geofilter initiative” during the March 19th event and, given the 24,000 runners and more than 500,000 spectators expected to attend the marathon event, this is likely to be the largest Snapchat initiative ever conducted in conjunction with an endurance community.
However, Snapchat isn’t the only novel element to the race this year. Another is that Skechers Performance, a division of Skechers USA, Inc. and title sponsor of the marathon, has launched a “Road to Los Angeles” global marketing campaign. The program will bring more than 60 runners from 35 countries to the race, all receiving VIP experiences courtesy of Skechers.
Among the invited runners participating in the Road to Los Angeles program are Chan Kwok Keung, who helped popularize trail running in Hong Kong, teaching more than 3,000 students in the past couple decades free-of-charge. Another runner, Kavita Tungar, is India’s current 10K national record holder. Zarelda Goh is the editor of Shape magazine in Singapore, and Gerald Anderson is an actor, producer and triathlete from the Philippines. Skechers is capturing these marathon runners’ training and race experiences on SkechersGOrunLA.com and via social media channels, via #GORUNLA.
The idea of bringing so many runners from such a variety of backgrounds and nations is to help step up the success in international growth Skechers has seen since its recent sponsorship of the Los Angeles Marathon last year, when it shared the weekend with the U.S. Olympic Trials Marathon, where Meb Keflezighi, one of Skechers Performance’s sponsored runners, qualified for the Rio Olympics. The runners of the Road to Los Angeles program aim to enhance the race’s diverse make-up and amplify its international appeal.
Skechers Performance’s Los Angeles Marathon special-edition shoes of the GOmeb Razor. Photo: Courtesy of Skechers Performance
Skechers Performance has added another piece of flare to the marathon with the debut of three special-edition Los Angeles Marathon versions of the GOmeb Razor, GOrun Ride 6 and GOrun Forza 2 “Fo Sho” shoes available as official race merchandise as of March 1. A fourth shoe, the GOrun Forza 2 “OMG” model, will only be available at the Skechers Performance official race merchandise booth at the their Health & Fitness Expo on March 17 and 18 held at the L.A. Convention Center. The “OMG” model features a bold “Los Angeles” graphic across the shoe, from heel to toe.
Finally, the marathon will play host to a 13-person relay team fielded by the city’s newest NFL team, the LA Chargers. The LA Chargers linebacker Denzel Perryman, General Manager Tom Telesco, Chargers Cheerleaders and Super Fans will all be part of the team. In addition to the relay team the marathon will support 95 charity partners and is expected to raise $4 million for the charity partners’ causes.