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. “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.com
The “Innovation for Endurance” Facebook page, 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:
Tour of California
Hood to Coast Relay
King Ridge Granfondo
Santa Rosa, CA
Marine Corps Marathon
ING NYC Marathon
New York, NY
Country Music Marathon
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.
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