Events | 2022 Los Angeles Marathon Recap

Last month, the Matrix Retail and Johnson Fitness & Wellness (JFW) USA teams co-sponsored the Los Angeles (LA) marathon, one of the top marathons in the country. The event hosted more than 20,000 runners, plus an additional 10,000 spectators who attended the 2-day race expo with their running partners, friends and family members.

The goal of the sponsorship was to build brand awareness for both brands in the LA community. The timing of the event coincided with the opening of a new JFW store in the LA market.

In addition to the sponsorship package, which included an expo booth, signage along the race start and finish, announcements throughout the race expo, a virtual race bag coupon and a full-page ad in the race program, the team optimized the opportunity with a successful booth activation strategy.

To draw visitors into the booth and build the local leads list, the team had a Matrix retail treadmill giveaway sweepstakes and offered Matrix-branded headbands and sunglasses for signing up.

In addition, the team brought Matrix brand ambassador, Taggart VanEtten, the 100-mile treadmill world record holder, to the race. Announcements throughout the expo invited guests to meet Taggart at the booth. Taggart raced the marathon in the pro field and his story piqued the interest of the KTLA news station that was broadcasting live race coverage all morning. His pre-race interview boosted the Matrix brand with his unique training story ─ 70% of his training mileage is run on his Matrix home treadmill!

Between the 600+ prospective leads garnered, the on-site equipment sale transactions, PR hits and brand placement, the event was deemed a brand activation success and the team looks forward to tracking the long-term results from the event.