Adidas announced a new partnership with Kathrine Switzer and 261 Fearless ahead of the Boston Marathon in its 29th year as the race’s exclusive footwear and apparel partner.
Switzer was the first female athlete to run the course as a registered number in 1967, sparking controversy before becoming a social advocate and campaigner for women’s rights. To celebrate 50 years since the memorable race wearing the Adidas Special, Switzer will take to the course wearing the Adidas Supernova BOOST, accompanied by 125 charity runners from 261 Fearless.
“I’m thrilled to partner with Adidas, a company that embraces barrier-breakers and desires to empower women,” said Kathrine Switzer. “Our relationship helps me tell important stories of women in the sport past, present and future. It feels like I’m home where I should be, with a brand that has been on my feet for more than 50 years. When empowered and made fearless, we will continue to change the world.”
Partnership Details
As part of this dedication to help other female runners achieve their goals, Switzer founded 261 Fearless, an international non-profit organization. This 261 Fearless community unites and empowers women globally through running clubs, educational opportunities and events. Throughout the two year partnership, Adidas will supply running gear and expertise to 261 Fearless, designed to power the community to break new ground in running.
“Kathrine is a pioneer, and an absolute inspiration to women everywhere,” said Caio Amato, Senior Director of Sports Marketing at Adidas Running. “Both Kathrine and 261 Fearless share the same bold, positively disruptive attitude and ambition as the Adidas athlete and for us, there’s no better way to celebrate the 50th anniversary of her iconic debut.”
#WhyIRunBoston
Adidas is encouraging runners to make history together by sharing personal stories of why they’re running the world’s most prestigious road race using #WhyIRunBoston and tagging @Adidasrunning on Instagram and Twitter. Adidas is celebrating individual stories and images in real time by featuring them in a live feed on Adidas.com and at the Adidas Expo booth leading up to the marathon. Demonstrating the community of personal empowerment within the world celebration of the Boston Marathon, a map visualizes and tags user locations as they come in.
Boost Footwear
Adidas running footwear available at the John Hancock Sports & Fitness Expo include the 85-time marathon winning adizero adios for $140 and UltraBoost for $180. A 2017 Boston Marathon limited edition Adizero Adios designed to represent the energy runners need to cross the Boylston finish line will be available exclusively for $170 at the Boston Marathon RunBase and Expo. Pairs featuring classic B.A.A. blue and yellow are emblazoned with the official 2017 logo and marathon inspired design elements BOS and 26.2 on the heel. The official 2017 Boston Marathon Celebration Jacket ($110) and other marathon apparel are available now in the U.S. on Adidas.com.
Adidas supplies official Boston Marathon jackets to nearly 10,000 B.A.A. volunteers and more than 3,500 race officials, media, and medical personnel. Approximately 30,000 runners are registered to climb Heartbreak Hill on April 17.
Photo courtesy Adidas
