Amazon's Zappos.com is title sponsor for the San Francisco Bay To Breakers race, a 7.46 mile event first competed in 1912. Other marketing partners are Under Armour, Geico and Hyatt Regency. Zappos' activation encourages runners and spectators to try to set more than 40 race-related world records such as selfie photo taking, sourdough bread eating and garlic fry tossing.