Fashion brands from Nike to H&M crowd New York City Marathon week with shakeout runs and pop-ups
Glossy maps how running became a fashion marketing moment ahead of the Nov. 1 race, from Saucony's 'Jorts Mile' to H&M saunas.
With 60,000 runners and 2 million spectators expected at the Nov. 1 New York City Marathon, brands are filling the week before with pop-ups, carb-loading dinners and "shakeout runs," Glossy reports.
New Balance, Nike, Adidas, On, Puma, Saucony and Hoka are all hosting pre-race shakeout runs; Nike's include a Women's Night run with a live podcast taping, and Saucony's "Jorts Mile" asks runners to do a mile in jean shorts. Vuori is holding pre- and post-race parties and a race-day pop-up. Non-running brands are in too: H&M hosted a run followed by saunas and red-light therapy to launch an H&M Move running capsule, and Manhattan club Moss teamed with Salomon.
Moss's Julie Wandzilak, who ran the 2022 marathon, told Glossy the pre-race shakeout is the best moment for brands because "the training is over."
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New York City Marathon
After exploring Brands are tapping into running communities at the NYC Marathon, for the race itself, read New York City Marathon.
Wikipedia covers the annual five-borough race, one of the largest marathons in the world, with 59,135 finishers in 2025 and over 200,000 applicants.
Wikipedia · Wade · 5 min
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