The 50th anniversary of the New York City Marathon is drawing a wide range of brands to the event, from Celsius to Maybelline, as it prepares to break participant records.
A varied group of sponsors
This year, the New York City Marathon, which marks a major milestone in the history of the five-borough race, is expected to attract a record number of participants, and brands are taking notice. While it’s expected that footwear companies like Nike, New Balance, and Hoka will have a presence at the event, the range of brands participating is more diverse than ever, with companies like Salt & Stone, a beauty brand, and various restaurants, which are catering to runners looking to carb-load before the big day.
Maybelline, the official beauty sponsor of the marathon, is launching a series of events across the city, including a pre-race shakeout run in partnership with Rendezvous Sports, a running sunglasses brand, which will feature giveaways and snacks for attendees.
Club Celsius sets up shop in Brooklyn
Energy drink brand Celsius is opening a pop-up, called Club Celsius, in Brooklyn, which will serve as a hub for various events throughout the weekend, aiming to bring together runners, athletes, and the general public. The pop-up, located along the marathon route in Brooklyn, will be open from October 30 to November 2 and will offer experiences such as pre-race preparation, race-day cheering, and post-race celebrations.
Visitors to the pop-up will have the opportunity to customize their race-day gear and sample Celsius drinks. The weekend’s events will kick off on Friday with a sunset group run led by DJ duo Sidequest and Corbin Mims, a former contestant on “Love Island,” along with other fitness influencers.
This is not Celsius’ first foray into the New York City Marathon; last year, the company hosted a similar concept called Energy House, which featured a dinner and panel discussion for athletes, as well as morning stretches, yoga, and a recovery zone.
Kyle Watson, chief brand officer at Celsius, noted that the brand’s origins in the fitness industry make the marathon a natural fit. “The brand was founded in fitness, and it remains an integral part of our DNA,” Watson said. Watson added that the Club Celsius space “was created for the entire running community, and our programming reflects that,” including a shakeout run led by brand partners, a post-run live dating show, and a Medal Monday recovery session.
Watson also commented on the evolution of running culture, saying that it has become more of a social gathering than just a fitness activity. “We wanted our activation to reflect the modernity of running culture and truly serve as a social destination for the weekend,” she said.
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Saatva and Vuori join the mix
Mattress brand Saatva is also entering the fray, hosting its first-ever New York City Marathon pop-up as part of its efforts to tap into sports marketing opportunities.
Earlier this week, Saatva hosted a wellness event at its Flatiron store, which featured a panel discussion on training and recovery with Tatyana McFadden, a five-time NYC Marathon winner, and Frank Reneau, founder of A Mile. A Minute.
Ron Rudzin, founder and CEO of Saatva, said that the New York City Marathon’s growing global reputation “reflects how much running has evolved beyond race day into a year-round culture centered on wellness, community, and performance.” Saatva is also the official mattress and restorative sleep partner of USA Track & Field and Team USA at the 2028 Summer Olympics and Paralympic Games.
Rudzin highlighted the importance of the marathon-week store event in Saatva’s strategy to emphasize the role of sleep and recovery in athletic performance.
Vuori, an athletic wear brand, is also hosting its first-ever New York City Marathon activation, with weekend-long events at its Flatiron Manhattan store, including live DJs, snacks, and limited-edition items.
Ashley Kechter, global president of Vuori, said that the company decided to participate in the marathon by adopting the city’s energetic atmosphere throughout the weekend. “There’s a lot that makes the NYC Marathon special, but the energy and sense of connection around it are what stand out to us as a brand,” Kechter said.
Brands leverage sports marketing opportunities
As major events like the U.S. Open and Olympics capture consumer attention, brands are increasingly capitalizing on sports moments. The New York City Marathon, overlapping with the growth of running culture through run clubs, offers a prime opportunity. Companies are using strategic pop-ups, community events, and sponsorships to engage consumers and align with active lifestyles.
