Hyundai Motor America Inc. in Fountain Valley debuted last month as the official automotive partner of The Skechers Performance Los Angeles Marathon, a new sponsorship category.
The recently launched Ioniq Hybrid was the lead car for the professional races. The vehicles were also displayed at the start line at Dodger Stadium and at the finish line in Santa Monica, as well as at the Finish Festival. The automaker’s branding was incorporated into the official race app and across the marathon’s social and digital channels.
The marathon, with more than 25,000 participants, is among the largest in the country. Irvine-based athletic shoe, apparel and equipment maker Asics America Corp. was the title sponsor from 2013 to 2016.
Guide to Eateries
Irvine Company released the “OC Dining Guide” to market its restaurant tenants in Irvine, Newport Beach and Tustin. “Our retail centers have been and continue to reflect a diverse mix of restaurants to satisfy any palate,” Easther Liu, chief marketing officer for Irvine Co.’s Retail Properties, said in a statement. “We hope this guide will be a helpful resource for anyone searching for their next great meal.”
The fifth annual edition of the 60-page booklet is distributed to 90,000 apartments, homes and offices. Additional copies will be sold for $25 at guest services counters at Fashion Island in Newport Beach, Irvine Spectrum Center and The Market Place in Irvine and Tustin. A portion of proceeds will benefit local schools.
Club Swim
Speedo USA in Cypress, in partnership with the Chanhassen, Minn.-based Life Time Fitness Inc. chain of 122 family fitness clubs, launched a Water Xtreme class that combines “the intensity and camaraderie of the ultimate boot camp with effective, lower impact water movements.”
The classes will be available at 85 Life Time locations by year-end, and will promote Speedo’s aquatic training aids, including the Push Plate and the Wake water shoe.
“We are excited about our Life Time partnership and the opportunity it represents for our brand,” Speedo President John Graham said in a statement. “Traditional lap swimming continues to be a great full-body workout but we know the power of aquatic training goes beyond horizontal swimming and look forward to introducing Life Time’s members to this full-body training experience.”
Speedo also signed up to be Life Time’s “Official Aqua Training Partner” and its exclusive “Aquatic Outfitter and Aquatic Fitness Equipment Provider.” Speedo’s products—including elite, performance, fitness and recreational swim apparel, goggles, caps and training aids—will be sold at Life Time’s shops and on online retail store shop.lifetimefitness.com.
The swimwear and accessories manufacturer, part of New York-based PVH Corp.’s Heritage Brands, will also be the title sponsor of the Life Time Tri Series that includes the New York City Triathlon, the Chicago Triathlon and South Beach Triathlon.
Bits & Pieces
The Better Beard Club in Newport Beach redeveloped its website. … The Gucci boutique at South Coast Plaza in Costa Mesa held a private cocktail party last month to promote its Gucci Garden Collection. The event benefitted Second Harvest Food Bank of Orange County. … Visit Anaheim, the destination marketing organization for Anaheim, published a virtual reality video whose aim is to “immerse the meetings industry into the sights and sounds of Anaheim.” The video shows a mix of Anaheim locations, including the Anaheim Convention Center, Anaheim Regional Transportation Intermodal Center, The Ranch Restaurant & Saloon, Unsung Brewery, and the Anaheim Packing House. … Beach House PR Inc. added Los Angeles-based Agave to its roster of clients. The Newport Beach-based agency will handle the hair care brand’s public relations, influencer marketing and social media. … MotoAmerica in Costa Mesa hired Next Level Sports Management and Acorn Woods Communications to “help carry that momentum and increase awareness of the 2017 MotoAmerica Series.”
