{
  "id": 17008335,
  "title": "From Celsius to Maybelline, more brands are showing up for the New York City Marathon’s 50th anniversary",
  "url": "https://urgent.news/2026/10/29/from-celsius-to-maybelline-more-brands-are-showing-up-for-the-new",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-29T04:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/marketing/from-celsius-to-maybelline-more-brands-are-showing-up-for-the-new-york-city-marathons-50th-anniversary/"
  },
  "original_language": "en",
  "account": "The 50th anniversary of the New York City Marathon is generating buzz, with a diverse range of brands jumping on the opportunity to showcase their products and services during the event. Footwear giants Nike, New Balance, and Hoka have already set up pop-up shops during the marathon's weekend, but the list of participating brands now includes beauty companies and eateries, reflecting a broader array of retail interests. As the official beauty sponsor, Maybelline is leading the charge with activations throughout the city, including a pre-race run in partnership with Rendezvous Sports, aimed at product giveaways and snacks. The marathon's growing significance as a major sports event, alongside the rise of run clubs, presents brands with prime opportunities to engage with active consumers through strategic pop-ups, community events, and targeted sponsorships. As major sports spectacles like the U.S. Open and Olympic Games vie for consumer interest, more companies are recognizing the value of aligning themselves with the health-conscious trends of today's consumers. For further insights on this retail phenomenon, continue reading at modernretail.co.",
  "summary": "Brands like Celsius and Vuori are using the NYC Marathon to host pop-ups, shakeout runs and recovery events to tap into the booming running culture.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Euronews",
        "title": "60.000 runners, two million spectators, one city: New York gets ready for marathon day",
        "url": "https://urgent.news/2026/10/28/60-000-runners-two-million-spectators-one-city-new-york-gets-ready",
        "published": "2026-10-28T16:48:39.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}