Maybelline New York named partner of TCS New York City Marathon by New York Road Runners
Maybelline New York has been named the first cosmetics partner of the TCS New York City Marathon by the nonprofit New York Road Runners.
The TCS New York City Marathon is one of 60 adult and youth races put on annually by the New York Road Runners, whose vision is to build healthier lives and stronger communities through the power of running.
“We are excited to partner with Maybelline New York to reach new communities, prioritize mental wellbeing, and transform lives through running,” said Christine Burke, senior vice president of strategic partnerships and runner products at New York Road Runners. “Both New York Road Runners and Maybelline are strong supporters of mental health and wellness, and through our collaboration we can help break down barriers for people and serve as a community resource for runners.”
[Read more: Musician Dustin Lynch becomes Beard Club equity partner]
To coincide with this partnership, Maybelline will bring people together via its first-ever Maybelline Run Club, as well as through cosmetics products at the TCS New York City Marathon in an effort to leverage the sport of running to destigmatize the conversation around mental health.
“Maybelline New York is thrilled to partner with New York Road Runners and be the first makeup brand ever to sponsor the TCS New York City Marathon,” said Jessie Feinstein, senior vice president of marketing at Maybelline New York. “This year, we're excited to champion this mission in collaboration with our Brave Together program, providing long-term support to those facing anxiety and depression worldwide. It’s a perfect nod to our New York City roots and the endurance of our high-performance makeup. As we tackle the 26.2-mile challenge, we’re proud to demonstrate how Maybelline products withstand the endurance a marathon requires —proving they can handle the ultimate test, just like the resilient spirit of New York.”
At the 2024 TCS New York City Marathon, Maybelline will have brand activations, a cheer zone along the course, and social and digital engagement, including promotion of their partnership on the NYRR Set the Pace podcast.
[Read more: Dyson unveils wet line styling products and new tools with Bluetooth capabilities]
In addition, members of the Maybelline Run Club—actress Claire Holt, multimedia personality Tayshia Adams, model Haley Kallil and makeup artist Karen Sarahi Gonzalez— will run the TCS New York City Marathon on Team Maybelline in partnership with the National Alliance on Mental Illness, or NAMI.
The 2024 TCS New York City Marathon will take place on Sunday, November 3.
