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Watchmaker Tag Heuer has enlisted the help of seven influencers as part of their campaign surrounding the upcoming New York Marathon to help bring their new connected watch to a new and younger audience.

Come race day, Tag Heuer will follow the seven athletes during the race to get an inside perspective of the payoff for the intense training that built up to the marathon through social media and a dedicated microsite. This activation ladders up to their overarching campaign #DontCrackUnderPressure.

The use of influencers who are part of an emotionally charged, buzzworthy event is a smart way to share a personal story to help consumers connect with a brand they may not normally identify with.