For Saucony, headquartered in Boston, the Boston Marathon is everything.  They had created a lightweight racing flat called the "Kinvara" to showcase in the 2013 running of the race, which was marred by bombs going off near the finish line.  In response, we created the shoe-laced heart logo and Saucony sold them as little medals people could attached to their shoelaces, with all proceeds going to help injured runners.