This story was first published by Digiday sibling Modern Retail.
This year’s New York City Marathon, which marks the 50th anniversary of the modern five-borough race and is expected to break participant records, is attracting brands to the world-famous race.
It’s no surprise that footwear brands like Nike, New Balance and Hoka are hosting their own pop-ups during the New York City Marathon weekend. But the brands showing up at the annual race represent a more diverse cross-section of retail than ever before, from beauty brands like Salt & Stone to restaurants around the city capitalizing on runners looking to carb-load. As the official and first-ever beauty sponsor of the marathon, Maybelline is also hosting a series of activations around the city, starting with a pre-race shakeout run in collaboration with running sunglasses brand Rendezvous Sports, featuring product giveaways and snacks.
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