After 25 years as the official footwear and apparel partner of the TCS New York City Marathon, Asics America announced today that 2016 will be the final year of their partnership with the famed race. 

Citing an ever-changing “running and marketing landscape,” Asics America CEO and President Gene McCarthy said “this was the right time for us to take a strategic look at our overall marketing and engagement plans for the future,” in a press release. 

“Asics has had a tremendous run with the TCS NYC Marathon over the last quarter century and we will always hold the amazing runners and fans in New York near and dear to our hearts.”

As Asics exits, New Balance will reportedly step in as the new apparel partner in 2017, per Sports Business Daily’s Ben Fischer. The Boston-based brand will also partner with New York Road Runners, and a formal announcement of the deal is expected on Tuesday. 

Terms of the deal have yet to be revealed, but New Balance is expected to pay a higher amount than the $3 million that Asics doled out annually, per Fischer. NYRR executives and New Balance will make the details public tomorrow in Manhattan.