In collaboration with Bank of America, the Boston Athletic Association (B.A.A.) has announced a major initiative to support the next generation of runners. Over the next decade, $500 million will be directed towards mission-aligned non-profits, primarily through the fundraising efforts of participants in the Bank of America Boston Marathon Official Charity Program.
Established in 1887, the organization promotes healthy lifestyles through sports, especially running. It manages the iconic Boston Marathon and supports charity, youth, and year-round programs. The 129th Boston Marathon, presented by Bank of America, is set for April 21, 2025, and is part of the Abbott World Marathon Majors, which includes marathons in Tokyo, London, Berlin, Chicago, and New York City.
In addition to financial support, the initiative aims to welcome 10,000 new runners into the sport over the next decade through community programming and local events.
The association unveiled a new emblem for the Boston Marathon on Global Running Day to mark this commitment. The updated unicorn symbol now faces forward, representing a future-focused vision. This emblem symbolizes ongoing dedication to running and community impact.
The new emblem includes several elements:
- Forward-Facing Design: The unicorn faces forward, emphasizing the future.
- Enhanced Jawline: Reflects the athletic and gritty nature of Boston.
- Alert and Focused Eyes: Shows determination, ready to conquer the marathon course.
- Directional Horn: Points northeast, indicating the marathon route.
- Flowing Mane: Represents swift movement and an active lifestyle.
- Unified Base: Merges the organization’s history and future.
- Finish Line Gap: Symbolizes breaking the tape at the finish line.
- Thirteen Points on the Mane: Each point represents a decade of heritage.
This rebranding is part of a broader effort to enhance the programs’ visibility and impact. The goal of focusing on fundraising and expanding operations at all levels is to support individuals in leading healthy lifestyles.
The association’s partnership with Bank of America goes beyond financial contributions, fostering a community where running is celebrated. The Bank of America Boston Marathon Official Charity Program is central to these fundraising efforts, benefiting various non-profit organizations.
To celebrate Global Running Day and the new logo, events will be hosted at the Boylston Street finish line from noon to 2:00 p.m. and 4:00 to 6:00 p.m., featuring photo opportunities and exclusive new logo giveaways.
The updated logo has repainted the Boston Marathon finish line, reinforcing the new brand identity. The new logo elements reflect the commitment to a future where running is more inclusive, accessible, and impactful.
Through these initiatives, the organization and Bank of America aim to enhance the running community in Boston and beyond, foster a new generation of runners, and promote healthy, active lifestyles.
