Asics America Corp. said its last sponsorship of the TCS NYC Marathon will be next year, ending a relationship that commenced 25 years ago with the inaugural race, which drew fewer than 100 people to New York’s Central Park and has grown into an event with more than 500,000 runners.
“Asics has had a tremendous run with the TCS NYC Marathon over the last quarter century and we will always hold the amazing runners and fans in New York near and dear to our hearts,” said Gene McCarthy, president and chief executive of the Irvine-based footwear and apparel manufacturer. “Though not easy, this was a strategic business decision, as the running and marketing landscape continues to change so dramatically. This was the right time for us to take a strategic look at our overall marketing and engagement plans for the future.”
Asics, part of Japan-based Asics Corp., in September said it won’t renew its title sponsorship of the LA Marathon, scheduled for Feb. 14. It was replaced by Sketchers Performance, a division of Skechers USA Inc. in Manhattan Beach.
The brand will continue to sponsor nearly 200 other running events in the U.S. and internationally, as well as the world’s top and up-and-coming long- and middle-distance runners, including Olympians Deena Kastor and Ryan Hall.
Reindeer vs. Camels
Casanova Pendrill in Costa Mesa developed the “Reindeer vs. Camels” social media series for client Denny’s Corp. The eight animated episodes, which are posted periodically on the company’s Facebook page for Latino-American fans, feature “six loveable characters” who “battle to become the preferred gift giver during the season.”
“The holidays in Latin America can be celebrated in many different ways,” agency Creative Director Alejandro Ortiz said in a statement. “But, for Hispanics in the U.S., the common thread is that we get to enjoy the best of both worlds, Santa and Reyes (the Three Wise Men). We’re very proud to be working with a client that understands this because it allows us to create, embrace and celebrate, in a fun way, the Hispanic holiday spirit by finally showing the public what we’ve all known all along—there’s a beef between Santa’s reindeer and the Three Wise Men’s camels.”
Denny’s Den
A local advertising design and production agency is helping Spartanburg, S.C.-based Denny’s Corp. connect with millennials as a “place with a vibe” and “not your dad’s diner.”
SpinMagnet in Irvine created “The Den by Denny’s,” a fast-casual restaurant brand with locations at 17 college campuses and military bases, including San Diego State University and Cal Poly Pomona.
New locations are in the works for airports and other urban spots, according to the agency.
“This has been a fantastic project for us,” SpinMagnet Creative Director and Partner Paul Lucker said in a statement. “The Den’s primary locations, on or near college campuses, allowed us to focus and develop conversations with millennials, creating a really fun brand in the process.”
The agency created logos, color schemes, internal and external store designs, packaging, digital and traditional menu boards, merchandising, a website, and social media sites for The Den brand.
Bits & Pieces
Amber Tarshis left her post as senior vice president and chief marketing officer at Pacific Sunwear of California Inc. in Anaheim. Her duties will be assumed by Heidi Adams, the company’s senior director of marketing (see related story, page 1). … KMicro Tech Inc., an Irvine-based information technology and services company, hired Wassef Kamal as its new project manager/business development manager. … California State University-Fullerton named former city of Fullerton public information officer Chi-Chung Keung its director of news media services. … Irvine-based i/m marketing, an agency specializing in healthcare, named Angela Arthur its managing partner.
