Just in time for the next big Boston snowstorm tomorrow,
New Balance has announced that they will again sponsor the plowing of the Charles River pedestrian paths.
Here is the Boston Globe article from Jan 7, 2011:
NB Renews Partnership with DCR for Clear Running Paths This Winter
1/7/2011
BOSTON, January 7, 2011 – New Balance has renewed a sponsorship agreement with the Department of Conservation and Recreation (DCR) to ensure area runners, joggers and walkers have clear and safe running paths along the Charles River during the 2011 winter season. The partnership enters its second year less than four months before the Boston Marathon, and is designed to allow those seeking to get into shape, train for the Boston Marathon, or take a leisurely winter stroll, the option of doing so outside.
Under the agreement, New Balance, recognizing DCR’s commitment to outdoor enthusiasts, has pledged to provide funding to support snow removal efforts along the 17-plus mile Charles River path spanning from the Museum of Science area in Cambridge to the Galen Street Bridge in Watertown. Following DCR’s normal priorities, the snow removal will be performed by DCR within 24 hours of the completion of a storm. Because the route runs in close proximity to the river bank, there is limited salting and sanding that can be performed, so the DCR and New Balance urge runners to continue to use caution.
“New Balance is excited to once again support the DCR’s efforts to keep the Charles River clear for recreation,” said New Balance CEO Rob DeMartini. “With so many athletes training for the Boston Marathon, outdoor recreation is vital this time of year. Our goal is to continue to enable area fitness enthusiasts the option of working out safely along the Charles River."
New Balance will host events along the path during the winter where the company will showcase new products, offer winter running tips, provide giveaways, and interact with area athletes.
"We would like to thank New Balance for its continuing support of DCR's snow removal efforts along the Charles River,” said DCR’s Acting Commissioner Jack Murray. “With DCR’s budget about 10 percent less this fiscal year than last, we need to continue finding new ways to engage public, private, and nonprofit partners to help us provide healthy and safe outdoor recreation opportunities for Massachusetts residents and visitors. Together, we can give the hundreds of people who use the Charles River Reservation paths every day a better place to walk, run, and enjoy in every season.”
The New Balance sponsored clearing will begin with the next snowstorm. The partnership is part of an ongoing effort by New Balance to pilot innovative partnerships with active lifestyle brands and organizations that share a similar customer base.
