SBD/January 30, 2014/Marketing and Sponsorship

Fluorescent Orange Boston Marathon Jacket Draws Mixed Reviews For Colors, Design

BAA officials consulted with adidas on the marathon apparel
Early reaction to the "eye-catching new design" on the '14 Boston Marathon jacket "has been split," according to Jill Radsken of the BOSTON GLOBE. The '14 Celebration Jacket is a "fluorescent orange with contrast blue and white striping around the shoulders and across the back." Boston Athletic Association officials "consulted with Adidas on the colors and design, which include an embroidered BAA logo with the words 'Boston Runs as One' on the back collar." The saying is "an evolution of Adidas’s 'Boston Stands as One' motto conceived just days after last year’s Marathon bombings." Fashion expert Lydia Santangelo "praised the 'Boston Runs' sentiment (a percent of sales from the jackets will benefit the One Fund Boston), but gave kudos for the style components as well." However, there has been a "stream of critical reviews at the sportswear company’s e-commerce site." BAA Dir of Communications Jack Fleming said that he "hopes the 36,000 runners -- and the expected throngs of spectators who will cheer them on -- will feel differently when all of the designs, including the forthcoming debut of the royal blue T-shirt and windbreaker handed out to runners and volunteers, respectively, can be viewed as a cohesive collection" (BOSTON GLOBE, 1/30).

A STONE'S THROW: Organic yogurt brand Stonyfield yesterday announced a deal to sponsor the April 21 Boston Marathon. As part of the agreement, the New Hampshire-based company is forming Team Stonyfield, allowing qualified runners who missed the entry cutoff to participate in the race. The brand has set up a web page where runners can enter for a chance to win a spot in the event. The nine runners who win spots via the promotion will receive travel stipends, team uniforms and other perks (THE DAILY).
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