From Celsius to Maybelline, more brands are lining up for the NYC Marathon’s 50th anniversary
The brands showing up at the annual race represent a more diverse cross-section of retail than ever before.
This year's New York City Marathon, marking its 50th anniversary, is drawing in a diverse range of brands beyond the usual footwear companies. Nike, New Balance, and Hoka are hosting pop-ups during the marathon, but other retailers are joining in as well. Beauty brands, such as Salt & Stone, and restaurants are capitalizing on the marathon's ability to attract runners looking to replenish energy stores.
As the official and first beauty sponsor of the marathon, Maybelline has also lined up several activations around the city, including a pre-race event in partnership with Rendezvous Sports running sunglasses brand. The event will feature product giveaways and snacks. The full story can be found on digiday.com.
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