This week, Disney announced that they will be partnering with New Balance, a leader in fitness footwear and apparel.
They announced this on the Disney Parks Blog in the form of a blog post and video. The blog post and video talk about how there are over 16 miles of running paths throughout the Disney resorts and parks. New Balance is sponsoring those paths.
Disney mentioned in the blog post that this partnership is promoting a healthy lifestyle while on vacation–specifically while on a Disney vacation.
I think the Disney parks want to appeal to a broader group of people because sometimes their guests are stereotyped as unhealthy and overweight. Disney wants to fix that image.
I also think that they are trying to continue their trend toward promoting healthy lifestyles. Over the past couple years, they have been taking steps to provide healthier meal options in the parks.
Overall, I think this was an effective and well executed announcement.