As running continues to surge in popularity across the United States, marathons have evolved into major cultural moments and brands are gearing up to meet consumers where they run. The 2025 TCS New York City Marathon offered a perfect example. With nearly 55,000 runners crossing the finish line and hundreds of thousands more cheering from the sidelines, brands like New Balance, Celsius, and Nike took full advantage of the energy, transforming race weekend into a playground of experiential marketing.
But the NYC Marathon isn’t just about the race itself. It’s a weekend-long celebration of endurance, community, and achievement and smart brands know that’s where the magic happens. From shakeout runs on Friday and Saturday, to pre-race prep zones, to post-race recovery spaces, brands showed up at every touchpoint to motivate, hydrate, and celebrate participants.
What made these activations stand out was their intentional focus on experience over sales. Most of the weekend’s engagements were free to runners, emphasizing encouragement, recovery, and recognition over promotion. By showing up authentically in moments that matter most to their audience, brands built meaningful emotional connections that last far beyond race day.
Because ultimately, when consumers feel seen and valued, they remember. A free recovery massage, a personalized cheer sign, or even an ice-cold drink at the finish line signals that the brand understands their effort and shares in their achievement. That feeling translates into lasting loyalty, creating stronger, more positive impressions that no ad campaign alone can buy.