The second half of January saw sportswear and lifestyle brand Saucony launch ‘The Marathumb Challenge’: a digital-to-physical initiative aimed at incentivising people to run distances that match how far their scroll on their phone – and promote the brand’s new Ride 17 Sneakers. The campaign was a response to a recent ‘rising screen time’ study,… Continue reading Saucony’s ‘The Marathumb Challenge’ Incentivises People To Run As Far As They Scroll
Tag: Marathon
MilkPEP ’26.6’ Champions Sports Equality By Sponsoring All Women Marathoners Joining #TeamMilk
At the start of March 2023, MilkPEP (the Milk Processor Education Program backed by America’s milk companies), launched an experiential initiative called ’26.2’ to sponsor all female marathon runners and generate awareness of gender inequalities in sport in doing so. At the start of March 2023, MilkPEP (the Milk Processor Education Program backed by… Continue reading MilkPEP ’26.6’ Champions Sports Equality By Sponsoring All Women Marathoners Joining #TeamMilk
Bank of America Leverages 2022 Chicago Marathon Via ‘On The Run’ Campaign Promoting Online Banking & Digital Tools
Chicago Marathon sponsor Bank Of America leveraged its official rights around the 2022 race through an integrated activation programme led by a hero ‘On The Run’ commercial showcasing the bank’s range of digital tools. The playful 30-second spot, created by agency GroupeConnect and helmed by Ruckus Director Sara Shelton, sees marathon runners demonstrate how… Continue reading Bank of America Leverages 2022 Chicago Marathon Via ‘On The Run’ Campaign Promoting Online Banking & Digital Tools
Marathoners Who Didn’t Finish Get 2nd Chance In Degree’s ‘Not Done Yet’ SF Marathon Activation
Antiperspirant brand Degree and Tyler Cameron paired up with a trio of amateur runners to challenge self-doubt and motivate marathon runners to have a second attempt at competing the 26.2 miles of the 2022 San Francisco Marathon through an initiative called the ‘Not Done Yet Marathon Team’. The ‘Degree Not Yet Marathon Team’, an… Continue reading Marathoners Who Didn’t Finish Get 2nd Chance In Degree’s ‘Not Done Yet’ SF Marathon Activation
The ‘Degree Metathon’ Is A Marathon In The Metaverse That Prioritises Inclusivity
Unilever antiperspirant brand Degree sought to drive lasting change through its inclusive ‘Degree Metathon’ (a ‘marathon in the metaverse’) based in Decentraland and fronted by rapper Fat Joe and Paralympic athlete Blake Leeper. Timed to leverage spiking US marathon interest around the 2022 Boston Marathon (which takes place on 18 April), the deodorant brand… Continue reading The ‘Degree Metathon’ Is A Marathon In The Metaverse That Prioritises Inclusivity
Adidas ‘Runner 321’ Boston Marathon Campaign Champions Neurodivergent Athlete Inclusion
Adidas rolled out a Boston Marathon linked campaign called ‘Runner321‘ in late March pushing for neurodivergent athlete inclusion and championing sports authorities to make room for Down’s syndrome athletes in their sports. The initiative calls for races to permanently reserve the bib number 321 for neurodivergent runners in a nod to Trisomy 21: a… Continue reading Adidas ‘Runner 321’ Boston Marathon Campaign Champions Neurodivergent Athlete Inclusion
French Running Store DISTANCE’s ‘Outlaw Runners’ Leverages Roads Law & Paris Half Marathon Via Speed Camera Campaign
On the night of 31 August, Boutique French running store DISTANCE enlisted a group of runners to run through the streets of Paris at full speed with the intention of being captured by the capital’s new speed cameras – the aim was to get caught and fined for breaking the city’s controversial new low speed… Continue reading French Running Store DISTANCE’s ‘Outlaw Runners’ Leverages Roads Law & Paris Half Marathon Via Speed Camera Campaign
London Marathon Partner New Balances Champions 2021 Race Collection Via ‘Rep Yours’
The first week of September saw Virgin Money London Marathon sportswear partner New Balance roll out a new 2021 race campaign called ‘Rep Yours’ which promotes its race collection and acts as a call-to-action to democratize running, celebrate diversity, empowerment and inclusivity by encouraging every runner to consider their run purpose and use this to… Continue reading London Marathon Partner New Balances Champions 2021 Race Collection Via ‘Rep Yours’
Virgin Money London Marathon Launches #WeRunTogether Campaign For Race’s Return To Traditional Format
On 25 August property owner London Marathon Events launched a campaign called ‘We Run Together’ to champion the return of the Virgin Money London Marathon to its traditional central London course on 3 October. The race organisers and sponsors Virgin Money rolled out ‘We Run Together’ as a celebration of the of the race… Continue reading Virgin Money London Marathon Launches #WeRunTogether Campaign For Race’s Return To Traditional Format
Volvo Playlist Motivates Virtual NY Marathon Runners Via Audio Experience & Car Contest
As the Official Vehicle of the TCS New York City Marathon, Volvo launched a multi-strand activation programme – spanning audio experiences, a safety initiative and a car competition – based around the Coid-19 enforced cancellation of the event and its subsequent switch to a virtual marathon The TCS New York City Marathon is not… Continue reading Volvo Playlist Motivates Virtual NY Marathon Runners Via Audio Experience & Car Contest
Nike Leverages London Marathon Via Kipchoge Coach Patrick Sand Fronted ‘More Than A Coach’ Ad
Timed to leverage the 2020 Virgin Money London Marathon, Nike Running launched an online spot called ‘More Than A Coach’ built around its partnership with the greatest marathoner of the modern era Eliud Kipchoge and focusing specifically on his coach Patrick Sang. Sand, who coaches both world record holder Kipchoge and fellow Kenyan marathon star and… Continue reading Nike Leverages London Marathon Via Kipchoge Coach Patrick Sand Fronted ‘More Than A Coach’ Ad
London Marathon Title Sponsor Virgin Money’s ‘Sir Mo Farah People’s Playlist’
With a week to go before the reworked 2020 Virgin Money London Marathon, the title sponsor rolled out a social activation strand based around brand ambassador and Olympic gold medalist Sir Mo Farah curating its latest #PeoplesPlaylist by sharing his own personal training playlist. Promoted via a series of social posts across the brand’s channels and on the multiple Olympic… Continue reading London Marathon Title Sponsor Virgin Money’s ‘Sir Mo Farah People’s Playlist’
