A team from Wells Fargo may have won the race, but athletes of all abilities were winners in one way or another during the running of the Bloomberg Square Mile Relay on May 4, held for a second year in New York City’s financial district. Besides the one-mile loop, which included runs down the district’s iconic Water and Wall streets, the relay featured camaraderie and team building, along with activations by Bloomberg, World Wide Technology and other sponsors in the race village. A charitable component befitted the National September 11 Memorial & Museum and Friends of Governors Island.
Bloomberg has been the headline partner of the race since its inception 10 years ago in London. The race also takes place annually in Dubai, Hong Kong, Sao Paulo, Shanghai, Singapore, Sydney and Tokyo, and will expand to San Francisco for the first time in August. More than 70 financial institutions participated in the New York event.
Bloomberg’s race activation included an Instagram photo op, a temporary tattoo station and a massage tent. World Wide Technology offered a cornhole toss and basketball shootout. Runners also received free t-shirts, food and beverages and listened to tunes spun by a dj.
“We are continually looking for new and innovative ways to strengthen relationships with our clients and introduce them more personally to our company’s purpose and values,” says Deidre Bigley, cmo at Bloomberg. “While the idea of a corporate race isn’t new, at Bloomberg, we always strive to ‘see the difference’ and ‘be bold.’ Applying this mantra to our idea, a distinctive take on the corporate race was born—a one-of-a-kind, immersive, team-building relay race. One team, 10 runners, one mile each.” Agency: LeadDog Marketing, New York City.