#h-and-m

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."

Sven-Harrys Konstmuseum in Stockholm opened Iconic Collaborations on October 15, bringing together pieces from 30 guest-designer collections created for H&M, starting with Karl Lagerfeld's in 2004 and including Stella McCartney, Maison Martin Margiela, Kenzo and Sonia Rykiel. The museum says it is the first time the collaborations have been shown together. It runs through April 4, 2027. The source is the museum's own exhibition page.