Footwear brand New Balance will launch a pizzeria pop-up in reference to the upcoming New York City Marathon. The unexpected initative is completed in partnership with L’Industrie Pizzeria and will give participating runners free slices of pizza, based on the miles they have covered.
Consumers who wish to join the challenge are advised to download the Strava app, where they will keep a log of their mileage. The number can later be exchanged for free slices at the New Balance x L’Industrie Pizzeria pop-up. Five miles will get you one slice, 10 miles equals two slices, and so on. At 100 miles, the athlete can claim a full pizza.
Definitely an interesting and unconventional way of attracting attention, but the pizzeria pop-up will definitely be a hit among participants.
Photo Credits: New Balance
Why This Trend Is Growing
- Athlete Rewards Programs
- Creating unique incentives for athletes based on their mileage can encourage engagement and loyalty.
- Brand Partnerships
- Collaborating with other brands, like New Balance and L’Industrie Pizzeria, can create mutually beneficial marketing opportunities.
- Unconventional Marketing Strategies
- Using unexpected initiatives, such as pizzeria pop-ups, can attract attention and generate buzz for a brand.
Industries Being Reshaped
- Sporting Goods
- Sporting goods brands can explore athlete rewards programs to increase customer engagement and brand loyalty.
- Food Service
- Restaurants and food service businesses can consider unique marketing collaborations, like pizzeria pop-ups, to attract new customers and drive sales.
- Marketing and Advertising
- Marketing and advertising agencies can help brands develop and execute unconventional strategies, like athlete-focused rewards programs, to stand out in the market.
