The streets of Berlin were reclaimed by just under 25,000 runners for the 2021 BMW Berlin Marathon, with every single runner wearing the iconic yellow and black Giti Tire emblem.
Giti returned in 2019 after a one-year absence due to the pandemic, with its name and branding openly displayed on race numbers, banners, and other displays across the course. The BMW sponsorship package offered high visibility for the cheering crowds on the streets, as well as on TV, radio, and social media around the world. Giti also became a member of a life-running community that included customers and influencers from all around Europe.
The interactive BMW-initiated 'Run For Joy' campaign, a community website with training plans and real-life tales of individuals who had been running for years or embraced running during Covid lockdown and were ready to hit the streets again, providing support to all runners.
"The BMW Berlin Marathon track has seen some of the fastest performances in the world, but speed is meaningless without stamina and control,” stated Stefan Brohs, Marketing Director for Giti Tire Europe.
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"As in 2019, our messaging for the event continued to focus on high mileage and exceptional grip, two factors which are prominent attributes across the entire Giti tire portfolio, and which are essential in long-distance running."
"The race itself was a true celebration of life itself and we are delighted to have again been involved. This sense of release and festivity was reflected across all marketing channels where the brand sat proudly front-and-centre, and our continuing association with elite level sports reflects the nature of Giti."
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Giti's participation in the Berlin Marathon is part of the company's ongoing efforts to be a responsible global partner, encouraging healthy living and collaborating with top sustainability organisations throughout the world.
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