New “Innovation for Endurance” Platform Utilizes Onsite Event Activation And Integrated Online Content to Showcase the Country’s Best Innovations in Fitness; Features Exclusive Content from Noted Olympic Athletes
Rodale Inc., the global authority on health and wellness, today announced its ongoing partnership with Nissan under a new umbrella: “Innovation for Endurance.” The custom marketing program connects Nissan and its 100% electric Nissan LEAF with a series of high-profile running and cycling events nationwide and includes a robust Facebook community page, promotional media (online and in-book), exclusive content from health and fitness “Innovators,” and a mobile application — all designed to encourage consumers and healthy lifestyle enthusiasts to take their performance to a new level. Rodale is a recognized leader in the fitness category and going into its fifth year, the partnership between Rodale and Nissan successfully supports both companies’ mission for supporting active lifestyles. The program has become increasingly important to the Nissan brand and through a customized event tour, presents a unique opportunity to engage consumers both onsite and online.
The program pillars are the elite athletes and coaches who will share innovations in fitness, health, gear, and more with both the Facebook community and on site at events. The “Innovators” are Ryan Hall, an Olympian and the fastest American marathoner; Tara Stiles, author of Slim Calm Sexy and founder of Strala Yoga in New York City; Levi Leipheimer, elite cyclist and three-time Tour of California champion; and Chris Carmichael, founder and CEO of Carmichael Training Systems, Inc. and coach to Lance Armstrong.
“Nissan and Rodale are pursuing making healthy lifestyles engaging and attainable,” said Mary Murcko, EVP and Group Publisher at Rodale Inc. “Our program platform fosters conversations and community among enthusiasts alongside the innovative Nissan brand.”
Custom monthly editorial content will be featured in an ongoing print and online campaign in Rodale brands, including Bicycling, Runner’s World and Running Times. A custom Facebook page (http://www.facebook.com/innovationforendurance) features blog and video posts from the Nissan Innovators about motivation, training, gear, health, lifestyle, and the environment. The page also allows visitors to submit their own ideas about innovation for fitness and health as well as find event listings and enter to win giveaways and a sweepstakes to win a 100% electric Nissan LEAF.
The “Innovation for Endurance” event tour includes Nissan as official automotive sponsor with event activation at thirteen high-profile running and cycling events. The tour kicks off in May with Nissan Innovator Chris Carmichael at the Amgen Tour of California, culminating in April 2012 at the Country Music Marathon & Half-Marathon presented by Nissan in Nashville, TN, where Nissan North America headquarters are located.
“Nissan wants to bring innovation to all, including health and fitness fans”, said Brian Carolin, senior vice president of sales and marketing at Nissan. “Our program with Rodale provides a relevant venue to position the 100% electric, zero emissions Nissan LEAF within this target audience.”
2011 Event Schedule:
|May 15-22||Tour of California||Various, CA|
|May-30||Bolder Boulder||Boulder, CO|
|Jul-10||LIVESTRONG Davis||Davis, CA|
|Aug 27-28||Hood to Coast Relay||Oregon|
|Oct-01||King Ridge Granfondo||Santa Rosa, CA|
|Oct-16||LIVESTRONG Austin||Austin, TX|
|Oct-30||Marine Corps Marathon||Washington, DC|
|Nov-06||ING NYC Marathon||New York, NY|
|Jan-15||Houston Marathon||Houston, TX|
|Jan-29||Miami Marathon||Miami, FL|
|Apr-26||Country Music Marathon||Nashville, TN|
An all-new mobile application will provide health and fitness resources on-the-go. Content from the Facebook page, Nissan Innovator workouts, and social sharing capabilities, brings fitness to a user’s fingertips. It will also have event reminders for the “Innovation for Endurance” event tour.
About Nissan Americas
In the Americas, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and was recognized as an ENERGY STAR® Partner of the Year by the U.S Environmental Protection Agency in 2010 and 2011. More information on Nissan in North America, the Nissan LEAF and zero emissions can be found at www.nissanusa.com.
Nissan Motor Co., Ltd., Japan’s second largest Japanese automotive company by volume, is headquartered in Yokohama, Japan and is an integral pillar of the Renault-Nissan Alliance. Operating with more than 150,000 employees globally, Nissan provided customers with more than 4 million vehicles in 2010. With a strong commitment to developing exciting and innovative products for all, Nissan delivers a comprehensive range of fuel-efficient and low-emissions vehicles under the Nissan and Infiniti brands. A pioneer in zero emission mobility, Nissan made history with the introduction of the Nissan LEAF, the first affordable, mass-market, pure-electric vehicle and winner of numerous international accolades including the prestigious 2011 European Car of the Year award.
About Rodale Inc.
Rodale is a global media company with a heritage, mission, and authority dedicated to the health and wellness of the individual, community, and planet. Through a broad portfolio of leading media properties, Rodale reaches more than 70 million people around the world through multiple distribution channels, including magazines, books, online, e-commerce, direct-to-consumer, and video. The company publishes some of the best-known health and wellness lifestyle magazines, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, Running Times, and Organic Gardening, and is one of the largest independent book publishers in the United States, with a collection of bestselling titles, including Al Gore’s An Inconvenient Truth, The End of Overeating: Taking Control of the Insatiable American Appetite, and Flat Belly Diet! Rodale is also a leader in direct-response marketing and has more than 25 million active customers in its database. To learn more about Rodale, visit www.rodale.com.
Associate Director, Sports Marketing & Events Group