There might not be a New York City Marathon this year, but race organizer New York Road Runners is still running. After calling off its biggest event, the 26.2-mile November marathon, in late spring because of the pandemic, the nonprofit has been hosting a series of virtual races, which are sponsored by Volvo and digital tracker Strava. This is the third year the virtual races have been an option, but interest is on an upswing, according to Bruno Garcia, VP of marketing at NYRR, speaking on the latest episode of the “Marketer’s Brief” podcast.
“We are definitely seeing an increase in participation,” says Garcia, who joined NYRR in February after working at Nike. “People are using running in this pandemic to stay focused or stay positive or even challenge themselves to do something productive during this challenging time.”