You don’t win hearts by shouting from the sidelines. Not at a major sporting event like a marathon. Not anymore.

This year’s Manchester and London Marathons weren’t just a test of endurance for runners, they were creative gauntlets for brands.

Because in a sea of 40,000+ competitors, thousands more spectators and millions of real-time emotions…how do you show up without getting in the way?

How do you get noticed without being annoying? That’s the challenge. And the opportunity.

You see these aren’t just races, they’re living, high-emotion, culture-shaping broadcasts. A place where strangers cheer for strangers. Where pain, joy, grit and purpose all happen out loud.

And that’s exactly why brands want in. But this isn’t a media buy, it’s a participation play.

You can’t just plonk a logo on a billboard and expect it to land. You have to earn your place. That means designing experiences that fuel, connect or celebrate the effort. Because when you get it right? You don’t just land impressions, you land emotional memory. You make people feel something when they’re already feeling everything.

The smartest brands in 2025 understood this. They didn’t turn up the volume. They tuned into the moment.

From Puresport to New Balance, this year’s brand moves weren’t about taking over, they were about tapping in. Into the energy. Into the emotion. Into the marathon story as it was unfolding. They built brand not by dominating attention, but by adding to the story.

So with that, here’s our pick of the straight-up brilliant brand moves from the London and Manchester Marathon routes this year.

1. Puresport: Two part creative

A two-part brand creative designed to meet runners when it mattered most, before the start line and just before the finish.

• A Hotel Room Drop: Branded room-service-style delivery of marathon essentials, straight to runners’ doors
• A Mile 24 Recovery and Cheer Station: Electrolyte refuelling station and some much-needed encouragement in the final stretch

Thoughtful, useful, branded to perfection.

Why it worked:
Smart, seamless and sensitive to runner needs. Puresport didn’t shout, they supported. From the hotel room to Mile 24, they created meaningful, memorable moments at both ends of the journey.

2. New Balance: Townhouse Pop-up

A brilliantly designed pop-up community hub for runners, friends and supporters, open all Marathon weekend in central London.

• Marathon Watch Party with live streaming and coffee
• Runner’s Café offering performance-minded snacks and drinks
• Medal Engraving and Express Nail Bar for post-race celebration
• Recovery Zone with yoga, ice boots, and massage tools

Why it worked:
New Balance didn’t just turn up, they built a base. From emotional support to physical recovery, the Townhouse nailed every touchpoint. Thoughtful, useful, and full of joy, it was more than a pop-up, it was a love letter to the running community.

3. Global Street Art x Adidas: Motivation on the move

A bold series of street murals across the Manchester Marathon route, designed to inspire runners at key moments—brought to life in partnership with Adidas.

• Large-scale, typographic street art
• Strategically placed along the marathon route for maximum emotional impact
• Messaging tailored to runner mindset and mile markers
• Designed and executed by Global Street Art’s creative network

Why it worked:
This wasn’t just paint on a wall, it was fuel on the course. Harnessing the power of public space and visual storytelling, these murals turned streets into support systems, amplifying Adidas’ brand ethos while speaking directly to the hearts (and legs) of thousands.

4. Run Limited: Exposition: Where running culture took centre stage

A four-day celebration of London’s running culture, blending art, community and movement at Protein Studios in Shoreditch.

• A full schedule of community runs and brand-led sessions
• Curated art, photography, and music exhibitions
• Talks, takeovers, and live guests
• Exclusive capsule drop with New Balance, Bandit, and more
• Powered by Coros, Cadence, Maurten, Hyperice, Lucky Saint, Origins Coffee, and Sums

Why it worked:
This was more than just a pop-up, it was a pulse check on the culture. Proving Run Limited isn’t in the race just for exposure, they’re here to help shape the course of running culture itself.

5. Nike: RunTown

A first-of-its-kind Nike running experience, housed in Oxford Circus.

• Product trial lounge + treadmills
• Recovery zone with Hyperice & physios
• Custom poster station
• Race hub with exclusive drops
• Talks, panels, and community events

Why it worked:
It connected performance with personality. By runners, for runners. An immersive flagship moment lik eno other.