New Balance has announced a 10-year deal with New York Road Runners (NYRR) which will see the sporting brand become an official partner of the very popular New York City Marathon from 2017.

The new partnership will launch in 2016 but it’s affiliation with the well-known race won’t begin until the year after. They will replace Japanese brand Asics which confirmed it would end its 25-year partnership with the marathon following next November’s race.

While they will miss out on the main show in 2016, the agreement will allow New Balance to partner other running events in 2016 including the Brooklyn Half, the Bronx 10-Mile and the 5th Avenue Mile. The brand will also expand its official footwear and apparel sponsorship with the opening of the new NYRR running center.

From 2017,  New Balance will become the official athletic footwear and apparel partner of NYRR and it will feature at all NYRR sporting events in New York.

After launching the first running shoe with a 3D printed midsole, New Balance continues its assault on a number of well known brands in the sports footwear industry.

President and CEO of New Balance Rob DeMartini said they were glad to align themselves with such a popular and renowned organisation in NYRR.

“We are proud to join forces with an organisation where we align on many core values and look forward to offering the best in New Balance gear to the global runners participating in NYRR events throughout the year.”

To promote its new agreement on social media, New Balance used its global running ambassador, Jenny Simpson. The brand also used the social platform Periscope to announce its partnership with NYRR.

#newbalance & #NYRR together supporting kids, elites, and everyone in between. The future of our sport is bright!☀️???? pic.twitter.com/1YkqX50MId

— Jenny Simpson (@trackjenny) December 8, 2015

LIVE on #Periscope: BREAKING: NB joins NYRR to share NYC with runners around the world. https://t.co/I3uGOZ8e5h

— New Balance (@newbalance) December 8, 2015