One thing the kind folks at Boston Athletic Association, with help from Adidas, have figured out is how to roll out marathon information and updates in order to keep you hooked and spending money year-round. An example: you get the glossy marathon magazine from one year's race just a week prior to the start of registration for the next year. Who can resist?
About this time of year, when it would be easy to fall into the winter training doldrums, Adidas puts the new Boston garb up for sale. The $100 running jacket is the signature Boston souvenir. I jumped on it in 2011, thinking "this may be my only trip to this race!" I bought the horrible orange one last year because I was convinced it would be my shot at a sub-3:00 race. And this year? Well, by now it is a tradition. I can just see myself 40 years from now showing off my collection of Boston jackets to yawning teenagers at a grand-nephew's high school cross country barbecue.
At least this year they returned to some traditional coloring and stuck with the embroidery on the logo. And if the purpose is to keep you excited, it works: I'm pretty charged about my planned 16-mile loop around Northwest DC. Heading out in 15.