Threshold Sports has signed a deal with online running shoes and running clothing retailer SportsShoes.com to secure them as the Presenting Partner of its inaugural Endure Relays race series. The series launches this October in London, with events to follow in Birmingham and Manchester.
The Endure Relays Series is a sister event to the iconic 24-hour running event Endure24, which welcomes thousands of runners annually in Reading and Leeds.
Established in 1982, Bradford-based SportsShoes.com offers customers in the UK, Europe and Scandinavia more than 17,000 products from 150 global running brands. From a running perspective these include Asics, Nike, Adidas, Hoka, New Balance and Brooks.
The new partnership sets out an innovative new approach to brand activations at running events alongside its own rights package, which includes branding across event communications, websites, social media content, and live event activations, SportsShoes.com will also introduce a rotating roster of leading sports brands from its own portfolio.
This means participants and spectators will experience an action-packed Race Village at each event, with activations ranging from product trials and competitions to run club appearances and ambassador appearances. Confirmed brands across the series include adidas, Nike, ASICS, Mizuno, Merrell, Salomon, Saucony, and HOKA, creating a unique atmosphere that blends competition with community and cutting-edge innovation.
In addition, SportsShoes.com will provide £1,800 in vouchers per event for the winners, adding to the competitive nature of running as part of a team at Endure Relays.
Nick Tuppen, CEO at Threshold Sports, said: “Endure Relays is designed specifically for clubs, crews and communities. SportsShoes.com have always championed grass-roots running and are the perfect partner to help us bring world-class brands to what is lining up to be a truly unique race experience.”
Dan Cartner, head of marketing at SportsShoes.com, said: “At SportsShoes.com, a stand-out component of our physical brand activation strategy is working with a dynamic, exciting partners making waves in the racing scene. Collaborating with Threshold Sport for the inaugural Endure Relays is proof of this and helps us to be the most physically present online retailer to reach, connect and excite all levels of the running community.”
The Endure Relays series will debut in London on 18th October before heading to Birmingham and Manchester early next year, with each event offering teams the chance to experience the excitement and camaraderie of relay racing in an inclusive and dynamic new format.
