Executive president and chairman Giuseppe Santoni noted that the idea to outfit athletes in the Easy Run shoes stemmed from wanting to do something unexpected.

Santoni showed off its lightweight Easy shoe collection with a slate of programing during marathon weekend in New York City.

To kick-off the big race weekend, the Italian footwear brand opened a two-day pop-up in the Meatpacking District of Manhattan on Oct. 30 and Oct. 31. Located at the intersection of Washington Street and Little West 12th Street, the space showcased the brand’s Easy shoe collection as well as a curated selection of Santoni’s bestselling products for men and women.

On Friday, the area around the pop-up transformed into an open-air stage. The result was a series of flash mobs and traveling performances starting from the Meatpacking District and making their way through some of New York’s most iconic locations, including Central Park and Times Square, before reaching the Santoni boutique on Madison Avenue.

Dressed in formal looks paired with Santoni Easy Run shoes, the performers brought the collection’s “philosophy of freedom and movement into the urban landscape,” the company said.

The activation continued on race day, when the brand outfitted three athletes to run the marathon in its Easy Run lace-up. For the company’s executive president and chairman Giuseppe Santoni, this series of activations stems from wanting to do something unexpected.

“I wanted to do something to provoke or something very out of the box to highlight our shoes,” Santoni told FN in an interview ahead of the weekend.

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