Let’s begin by contemplating the marketing genius who connected this race, which routinely sells out in less than an hour, to its new title sponsor, Banco Popular. Was it the result of a caffeine, doughnut and Gatorade-fueled spitballing session in a New York Road Runners conference room? Did someone at Banco Popular, possibly a runner themselves, come up with the idea? Or was it – as my friend Michael, who has some tenuous family connection to the world of marketing consultants, tells me is most likely – the handiwork of a professional branding matchmaker?
However it happened, this popular race is now officially Popular. Continue reading