Retail / news
New York City Marathon’s 50th edition draws a broader brand lineup, from Celsius to Maybelline
Brands including Celsius, Vuori and Maybelline are building pop-ups, shakeout runs and recovery events around the New York City Marathon as it marks its 50th anniversary. The race, expected to set a participation record, is pulling in a wider spread of retailers than the usual footwear contingent.
Energy drink brand Celsius is opening a Club Celsius pop-up in Brooklyn, positioned along the marathon route, as a hub for weekend activations. The space runs from Oct. 30 to Nov. 2 and is designed to bring together runners, athletes and the New York public, hosting everything from pre-race preparation to race-day cheering and post-race celebrations. Visitors can customize race-day gear and sample Celsius drinks on site.
Footwear labels Nike, New Balance and Hoka are again staging their own pop-ups over marathon weekend. But the brands clustering around the race now span a more varied cross-section of retail, including beauty names such as Salt & Stone and Maybelline, alongside restaurants across the city angling for runners looking to carb-load.
This year’s edition marks the 50th anniversary of the modern five-borough race and is expected to break participant records, drawing crowds and marketing budgets to the course.
Beyond storefronts, brands are using the weekend for shakeout runs and recovery events meant to plug into running and wellness culture, a scene that has expanded through the growth of run clubs.
The broader push reflects how major sporting occasions such as the U.S. Open and the Olympics increasingly command consumer attention, prompting more brands to find ways to attach themselves to sports moments.