#2: Minted New York and Saucony renew their vows.
In their second go-around within a year, Saucony taps Minted New York for a treatment on their top tier racing shoe. How will they make the most of the moment?
Although teased in December of 2024, Marcus Milione, Founder of Minted New York, dropped an Austin Half Marathon vlog on January 24th where we can clearly see a Minted x Saucony Endorphin Elite 2 on foot. The Endorphin Elite 2 is due to release in March of 2025 according to Saucony at The Running Event.
A Brief Collaborative History
Minted partnered with Saucony to release their Endorphin Speed collab in massive fashion at the NYC Marathon (complete with a pop-up space and 5-foot long sculpture of the collab shoe). Easily spotted, the collab shoe is a striking cobalt/indigo blue with white accents. What may have been equally striking on race day in NYC, in the same weekend of the shoe release was the Minted team racing in the Nike Alphafly…which I’m sure was on the Saucony company slack later that day when images surfaced.
While we don’t need to harp on the incongruence of the race day footwear option, we can celebrate what is to come of this next collaborative project in the performance realm. Minted receives the coveted resources of a large brand and acceleration in the performance space as they continue to build out their apparel, accessories and nutrition AND they have the confidence that Saucony wants to work together time and time again. Saucony gains peace of mind around an integrated strategy in collaboration: their first lifestyle collab sold out quickly, their first performance collab sold out quickly and pushed numbers to a physical retail environment with community activation, and now they have a pinnacle performance footwear offering together. Oh, and don’t forget, Saucony partnered with content masters who know how to consistently produce short-form and long-form vlog-style content that seamlessly blends athletics with their business and excels in the art of the product tease.
With this being said, it seems unlikely that Saucony and Minted would “miss the moment” on launching this collab at the PEAK of the performance range: The Endorphin Elite 2. Do you think we either see:
a) NYC Half Marathon Pop-Up Activation
The NYC Half notoriously takes place in March, weaving through the streets of Manhattan…Minted NYC’s hometown. After the success of the NYC Marathon pop-up in November to launch their first performance shoe, Saucony may want to take another bite of the apple. Recently, the Minted team shared that they would be running the NYC Half as well.
They have timing, arena, and athlete/personality set.
However, the NYC Half, although a global arena attracting top talent (which aligns with the intent of this shoe), it does not have the magnetic pull, cultural relevance, foot traffic, and global participation of the NYC Marathon.
b) Boston Marathon Pop-Up Activation
For some, the Boston Marathon is the peak or pinnacle of marathon running — with many chasing their qualification times for years for a chance to toe the line in Hopkinton. Could there be a better arena for the launch of the a pinnacle race shoe?
Additionally, Saucony has historically operated offices in the Northeast and they have market penetration in the area as well.
The only thing missing here is the athlete/personality potentially. If Saucony has any women from the professional field racing in the shoe, it would be wildly disruptive for them to take a stance in opening up their brand outside the lens of Millennial and Gen-Z men. While a professional athlete can turn heads/validate the product offering in a visually striking way — imagine seeing that cobalt/indigo shoe in a sea of elites wearing white or neon — they can’t be the only strategy. Saucony needs someone from the Minted team racing in them — likely Marcus. If they can’t get him racing in the shoe and just have him as a personality in a pop-up location: it would be a B+ at best.
c) No Activation, but Content, Content, Content
Let’s be real: collaborative shoe launches are tough. The timing, the dollars, the logistics, etc. are all tough. In an event to decrease that risk, they might prefer pursuing a content strategy through the spring to increase visibility and association with peak performance intersecting with style.
Prediction Time:
Content will always be a pillar for Minted — it’s essential to their strategy and it WORKS. However, it feels unlikely for this to be the sole strategy.
The Boston Marathon seems like the most ideal arena for this pop-up activation to take place if they can combine the arena and product with one of the Milione brothers. Sure, the shoe drops in March, but this colorway/collaboration can run in independently because of the storytelling potential, especially if it is “close enough.” This feels more aligned, penetrative, and authentic than the NYC Half.
There is a wildcard chance that they tease the shoe for a YEAR before launching officially at 2025 NYC Marathon, but this seems unlikely. This would involve a SUPER long tail to building consistent and hype over the course of months to fully own the NYC Marathon arena again. Not to contradict myself, but let’s think of timelines: If the Endorphin Elite 2 releases in March, there’s a chance that they debut an Endorphin Elite 3 at The Running Event in November/December of 2025 for release in the spring of 2025. It seems unlikely to push this pinnacle product story this late in the year when the silhouette itself may be updated in early 2025.
WHICH OPTION DO YOU THINK IS MOST LIKELY? — COMMENT BELOW
SMALL BRAND MENTALITY SLINGSHOT
I’ve had the pleasure and privilege of connecting with individuals who aspire to build their careers in the outdoor industry and to flourish within it. In this segment, get to know and connect with them to slingshot their personal development and see what they’re up to!
Meet Terrance Diggs
“Hey there! I’m Terrance Diggs, Founder of D17—a brand built on three core principles: athletics, design, and community. Our mission is simple: to create opportunity through sport. Right now, we’re gearing up to make a real shift in the running space. We’ve connected with professional organizations, wellness educators, and major retailers to not only showcase our love for the sport but also to educate and inspire those who want to be part of it.
While we continue developing new products, we’re also focused on meaningful collaborations—like our upcoming partnership with the Washington Wizards in March for their first-ever Community Run. Activations like this are what fuel me every day. As a small brand, we’re constantly finding new ways to stand out in an ever-changing landscape, and for me, it always comes back to connection. If you’re a runner, how can we support your fitness journey and push you toward your peak? That’s what D17 is all about—building community through movement, creativity, and impact."
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Every emerging clothing brand should take notes from how Marcus built Minted. Raw and genuine storytelling at its finest.
D17 sounds so cool