New Balance is taking over as official athletic footwear and apparel partner of the New York City Marathon from 2017, as part of an agreement that involves support of many other activities by New York Road Runners (NYRR), the marathon's organizers. This will put an end to a sponsorship deal with Asics, after a partnership of 25 years. The broader agreement between NYRR and New Balance will start in 2016 to reach full engagement the next year, gradually covering the sponsorship of multiple events, youth programming and global licensing, as well as online retailing and other retail rights for footwear and apparel. New Balance will help to set up the new NYRR running center, to open later in 2016 near Columbus Circle, with a New Balance retail component. For every pair of New Balance shoes sold at the center, the two partners have agreed to donate a pair of shoes to under-privileged youngsters in the five New York City boroughs. Asics said it had decided to end its partnership for the marathon, which reportedly cost $3 million per year, because significant changes in the marketing and the running market encouraged it to revise its long-term marketing strategy. Earlier this year Asics ended its sponsorship of the Los Angeles marathon, which will be taken over by Skechers from next year.

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