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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."

Nike CEO Elliott Hill said this month the company would pull back on retro Jordan launches to correct an oversupply, after Jordan revenue fell by mid-teens percent in the latest quarter; the brand, which brought Nike $8.7 billion in fiscal 2024, is down about 20% from that level, Retail Dive reports.

That hits Foot Locker, Jordan's biggest wholesale partner. BNP Paribas analyst Laurent Vasilescu estimates Jordan is roughly 25% of Foot Locker's revenue (about $1.85 billion) and that the chain faces a roughly $550 million sales hit from spring 2027 unless it replaces that volume; lower-priced brands like Vans and New Balance would mean selling more pairs. Foot Locker's comparable sales fell 3.6% in Q2, and owner Dick's Sporting Goods, which bought it for $2.4 billion last year, already cut its full-year outlook in August.