MCM
Altra Running, Recover Brands, and Pacers Running were brought in as brand and retail partners of the Marine Corps Marathon to modernize the DC area’s largest race.
I managed marketing partnerships with multiple wholesalers and a federal government agency that resulted in a direct sales lift of $900K for Pacers Running over a 30 day period leading up to the 2023 Marine Corps Marathon.
Photography by Matt Stanley for Pacers RunningOpportunity: Pacers was approached by the Marine Corps Marathon to modernize their retail experience at the race expo.
Solution: Through Pacers partnerships, create a win for MCM, Altra, Recover Brands, and Pacers.
Work collaboratively with Recover to validate their emerging apparel brand to over 35K MCM athletes.
Organize and manage a photoshoot with photographer, Matt Stanley, and local runners to create a portfolio of promotional assets for Pacers, MCM, and Recover to use for digital and Out of Home use.
Collaborate with Altra on their 2023 key launch, FWD Experience, helping bring the product to market in the DC metro area.
Promote and help execute first-ever “buy online pick up at expo” experience for registrants.
Key Results:
Conducted two month awareness campaign around Recover Brand apparel resulting in 92% sell-through.
Met sales goals over 30 day period for retail shop experience in-store, at expo, and post-event.
$900K increase in new sales during 30 day period.
Altra grew to #5 brand in market share during 30 day period, even controlling for expo sales (market share nationwide during this time was #7 for the brand).
Vastly exceeded goal of 150 preorders with 400+ for buy online pick up at expo.
