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