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From Celsius to Maybelline, more brands are showing up for the New York City Marathon’s 50th anniversary

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From Celsius to Maybelline, more brands are showing up for the New York City Marathon’s 50th anniversary

This year’s New York City Marathon, which marks the 50th anniversary of the modern five-borough race and is expected to break participant records, is attracting brands to the world-famous race. 

It’s no surprise that footwear brands like Nike, New Balance and Hoka are hosting their own pop-ups during the New York City Marathon weekend. But the brands showing up at the annual race represent a more diverse cross-section of retail than ever before, from beauty brands like Salt & Stone to restaurants around the city capitalizing on runners looking to carb-load. As the official and first-ever beauty sponsor of the marathon, Maybelline is also hosting a series of activations around the city, starting with a pre-race shakeout run in collaboration with running sunglasses brand Rendezvous Sports, featuring product giveaways and snacks. 

As major sports events, like the U.S. Open and the Olympics, increasingly dominate consumer attention, more brands are finding ways to capitalize on sports moments. The New York City Marathon, specifically, also overlaps with running culture that has grown through run clubs. By leveraging strategic pop-ups, community events and targeted sponsorships, these companies are tapping into sports marketing opportunities to drive engagement and align themselves with the active lifestyles of today’s consumers.

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