Sponsors deliver personalization, social hubs, shakeout runs and humor
For half a century, runners from around the globe have descended on the Big Apple to participate in the TCS New York City Marathon. And in the week leading up to this year’s Nov. 1 race, athletes, spectators, community members and sponsors celebrated the 50th annual competition with a range of events and activations befitting of the milestone.
It’s not just the race’s anniversary, however, that resulted in a flurry of brand activity in 2026. Marathons have gained significant sponsor traction in recent years as consumers, led by Gen Z, flock to running clubs, and take on the sport in large numbers.
Need more proof? The NYC Marathon broke the world record for participation with 61,146 finishers.
Plus, data from the Brand Finance Marathons 50 report shows that brands are not only reaching runners, but their broader networks.
According to the study, non-runners who have watched a loved one run a marathon are more than twice as likely to think positively about marathon sponsors (29% vs 13%), and twice as likely to see them as a positive force for good (44% vs 22%).
For a closer look at brands living up to those stats this year, we bypassed the Marathon Expo, and focused on the sponsors that hit NYC with pre-race pop-ups and on-course activations—and there were a lot of them.
Here’s a look at 13 of the singular brand tactics that outpaced a crowded experiential landscape in NYC.
Celsius’ Social Hub
Celsius focused on community and connection with a pop-up in Brooklyn located near the race route that operated as a social hub.
From Oct. 30 to Nov. 2 at Club Celsius, runners, spectators and New Yorkers enjoyed community activities; group jogs, including a shakeout run (a short, easy jog performed the day before a race) with brand partner Carl Radke, and a sunset run featuring dj duo Sidequest accompanied by their dj pedicab; a social and dating happy hour with UpDating; influencer appearances; and live music.
Following the race, the brand delivered a Medal Monday activation featuring medal customization, free tattoos and an appearance by renowned marathoner Molly Seidel.
All told, Celsius’ broader NYC activations generated more than 64,000 consumer engagements.
Fisher-Price’s Toddler Marathon
Training to be an athlete starts with small strides, a conviction that was at the foundation of Fisher-Price’s Mini-Marathon for tiny runners.
On Oct. 27, toddlers and babies competed in the brand’s (adorable) 26.2-foot race in Union Square with the help of Fisher-Price mobility products—either the 2-in-1 Musical Penguin Activity Walker, or the Moves with You Turtle Walker.
Presented in partnership with The Mom Walk Collective, and hosted by Peloton instructor and marathoner Robin Arzón, who led movement sessions on-site, the event brought together 50-plus local families to celebrate milestones in movement and parenting. (Agencies: City Eventions; Hunter)
“The Mini Marathon was a playful way to celebrate something incredibly simple, but powerful: getting out with your kids, moving together and connecting with other moms,” Brian Fitzharris, svp and general manager of Fisher-Price, Mattel, told EM in an email. “… It’s exactly the kind of role we want the brand to play for today’s families.”
And the NYC event was just the beginning. The success of the activation prompted a Mini Marathon tour slated to hit five U.S. cities by the end of the year.
Fogo de Chão’s ‘Protein Bar’
Brazilian steakhouse chain Fogo de Chão launched its new Protein Plates and fueled up runners on race day, popping up a “Protein Bar” near the finish line that, instead of alcohol, served hand-carved cuts of churrasco with chimichurri (and even a limited number of vegetarian meals).
On top of the samples and a 24-foot-wide branded facade that welcomed spectators, Fogo’s team held up signs with messages designed to beckon weary runners in for a post-race bite, like “Cooked over fire that rivals the one in your legs.”
In the end, 14 gaucho and gaucha chefs whipped up the 2,500 samples that were dished out.
Geico’s Mid-Course Stage
At mile 14, when runners had already completed more than half of the race and were likely in need of a pick-me-up, Geico delivered. The brand set up a full concert stage on the sidelines in Long Island City, Queens, where, among talent, Salt-N-Pepa performed live. Push it. (Agency: Momentum Worldwide)
Goodwipes’ Guerrilla Sampling
Goodwipes doesn’t beat around the bush. For the 2026 marathon, following a high-profile, mid-race bathroom incident in September, the brand flew a banner over the racecourse that pleaded with athletes to “Please Take a Pre-Race Poop.”
But beyond the spectacle, the strategy included guerilla-style sampling, and partnerships with influencers, like Michelob Team Ultra member Gideon Akande, who conducted mini-mic interviews with fellow runners, posing cheeky questions about raceday bathroom emergencies, and handing out Goodwipes samples.
New Balance’s Run House
New Balance had a vast presence around this year’s race, like serving as presenting sponsor of the Marathon Expo. But a highlight was its Run House pop-up, hosted Oct. 30 to Nov. 2, which was open to runners and fans alike.
While inside the elegant venue, visitors could engage in product customization, test out select footwear and participate in community experiences, like post-race massages and a recovery fuel bar.
After race day, the space flipped into a celebration hub where runners and fans could make connections, recover and purchase items from the 50th Borough Collection, New Balance’s limited-edition apparel line.
NYRR’s Track Installation
NYC nonprofit New York Road Runners (NYRR) made headlines with its 50 Years Through the 5 Boroughs Experience at Vanderbilt Hall in Grand Central Terminal.
From Oct. 27-30, consumers could explore the history, culture and essence of each New York City borough across sponsored activations that brought the neighborhoods, and the race route, to life. (One example: a Bronx experience presented by GetYourGuide, featuring guest dj sets that represented the neighborhood’s hip-hop heritage.)
The activation also spanned a projection-mapped marathoner name wall, giveaways, special guests, and, the showstopper—a largescale, interactive track installation that tasked attendees with achieving a collective 1,976,000 steps in honor of the year of the first NYC Marathon.
The footprint included large-scale photo ops with a replica finish line and Verrazzano-Narrows Bridge, a Volvo vehicle showcase and live music, among attractions.
Olay’s Custom Crafts
Olay positioned itself as an endemic marathon sponsor, focusing on how sweat, wind and sun impact the skin as runners train, and how its products help skin bounce back.
In addition to a Super Bounce Back Lounge for media and creators, the brand produced a public-facing pop-up experience outside The Shops at Columbus Circle on Nov. 2.
According to Olay, consumers were lining up to get their hands on free Olay Super Serum, snap a photo and use the image to create a custom keychain, and score limited-edition NYC bag charms created with Brooklyn Charm.
Oroweat’s Running Sandwich
Few things motivate people like a chance to win free money. It’s a concept Oroweat hedged its bets on when it partnered with actor and marathoner Dylan Efron to unleash the Oroweat Running Sandwich in the streets of NYC, and invited consumers to “Get that bread” by chasing down the figure across the city, using clues from social media and running app Strava. Once spotted, consumers could scan a QR code on the character’s costume to enter to win $50,000.
On race day, the brand hosted the Oroweat Marathon Market pop-up at the High Line Nine, offering up sandwiches, exclusive customizable swag and another chance to win the cash prize.
Ryze’s Analog Pop-Up
Mushroom-based coffee brand Ryze added some energy to race day with an analog-forward pop-up at Brooklyn’s Atlantic Terminal (located on the race route) that welcomed athletes and spectators on Nov. 1.
Consumers could stop by for free, seasonal-inspired lattes and matcha beverages, visit the Postcard Station to write well wishes to loved ones, pose for photos, and create personalized cheer signs for runners as they raced through Brooklyn. (Agency: In-house)
Saucony’s ‘Speedeasy’
Saucony delivered a broad range of experiences during marathon week, but the star was a pop-up “Speedeasy,” described as a “hidden-in-plain-sight marathon weekend hub” where running, community and fashion collided.
From Oct. 30-31, the Speedeasy was open to the public to explore and try out products from Saucony’s Endorphin collection, discover the role each shoe plays in training rotations, recharge at the Endorphin Bar with made-to-order performance drinks (a collab with Cadence) and experience exclusive programming focused on NYC running culture.
Zappos’ Fuel Stop
Zappos, in partnership with Hoka, supported No More Lonely Runs (a popular running club) from Oct. 30 to Nov. 2 at its NYC Marathon Fuel Stop pop-up, where customization experiences were front and center.
Runners and fans could personalize everything from pennants to cowbells to marathon-finisher hoodies. Hydration, coffee, snacks, sign-making, a Hyperice recovery zone, a photo booth, a glitter station, a shakeout run and a Medal Monday Coffee Walk were on tap, too.
Zicam and Simply Saline’s Street Teams
We’re on the verge of cold season, and to help consumers prepare, Zicam and Simply Saline hit the streets of Manhattan on Nov. 1 with a mobile activation anchored by an LED box truck, and brought to life by street teams.
Brand ambassadors were deployed to dish out Zicam RapidMelts, and the not-yet-launched Simply Saline Sport Nasal Mist and Simply Cool Nasal Refreshers, and to conduct mini-mic interviews with spectators in individuals and groups, who finished the prompt, “I don’t have time for a cold. I have to cheer on [marathon runner’s name here].” (Agency: GCW Agency)
