New Balance has signed a one-year footwear and apparel sponsorship deal with the CIGNA Falmouth Road Race to be held on Sunday, August 10. The sponsorship is part of New Balance’s new brand campaign, “LOVE/hate. This is the New Balance,” that highlights the runner’s complex love/hate relationship with running.

As the official footwear and apparel sponsor of the CIGNA Falmouth Road Race, New Balance will showcase its performance collection at the Health and Fitness Expo and at the race’s finish line area. New Balance will also be the exclusive performance apparel supplier for a new line of Falmouth Road Race official gear, will outfit race and volunteer staff in New Balance products, and will coordinate regional retail promotions and advertising activities around the race.