For the 2012 NYC Half Marathon, Doublespace was charged with creating an identity for the one-of-a-kind race, which annually attracts some of the world's most elite distance runners. The course takes runners on a tour of the streets of Manhattan including a triumphant charge through the heart of Times Square and an exhilarating finish at the historic South Street Seaport. The 2013 edition was dedicated to helping revitalize the Seaport and other downtown areas badly damaged by Hurricane Sandy. For the 2012 race, Doublespace created the "Run the City" campaign  and developed and executed integrated marketing campaigns and all related event materials including promotional, event signage, out-of-home, print and digital marketing communications, social media strategies, and merchandise.