This year’s New York City Marathon set a new milestone, with over 55,600 athletes competing across the five boroughs on November 3. In the days before the event, runners and their supporters gathered at the 2024 TCS New York City Marathon Expo, held at the Jacob K. Javits Convention Center. It was the perfect spot for runners to pick up their bibs, learn about the course, and shop for the latest gear. Brands seized the opportunity to engage with this enthusiastic crowd, offering unique experiences and themed stages.
Though EM wasn’t running the 26.2 miles, the team was present to soak in the energy and scout the most popular photo moments to capture runners’ triumphant experiences.
New Balance
As the expo’s title sponsor and the official gear provider, New Balance made a striking impression with a massive pop-up booth that also acted as the event’s entrance. Attendees walked through a grand portal flanked by mirrored displays, past a timeline of running gear evolution, and into the latest product offerings. The well-organized retail space allowed athletes to quickly make their purchases before heading to multiple branded photo ops to snap their first official race photos.
Partner: Impact XM
Mastercard X REI
In collaboration with REI, Mastercard presented a 40×40-foot activation designed to bring the outdoors indoors. Emphasizing the sense of achievement marathoners feel, the brands invited participants to “Summit the City” and celebrate with a photo opportunity atop a park trail overlooking the stunning New York skyline. Visitors could also explore REI products and Mastercard’s small business tools at interactive kiosks, connecting creativity with action. A VW bus added a playful touch, providing another great photo moment, while a large mural across the back wall of the booth served as a vibrant visual display.
Partner: Octagon
Citizens
New to the New York market, Citizens created a festive, supportive atmosphere under the theme “You’re made of this moment.” Visitors were encouraged to craft personalized messages of support for runners, which were displayed on a giant backdrop at the exhibit and throughout the marathon course. Citizens staff assisted attendees at touchscreen stations and took photos, adding a warm, personal touch to the experience. Above the booth, an overhead graphic of the race route glowed, symbolizing the connection between the marathon’s diverse boroughs.
Partner: Miller Zell
Purina Pro Plan
Purina Pro Plan offered attendees the chance to send a message of support from their pets back home. By scanning a QR code, participants could upload photos of their pets and add a heartfelt message. These messages were printed on poster-sized paper, framed in branded cardboard, and handed out as keepsakes. Despite a minimalist booth design featuring only a backdrop and printers, Purina’s activation quickly became one of the most popular on the expo floor, especially when runners received love from their pets, whether it was a bulldog’s “Running is ruff! You rock!” or a cat’s “I’m watching from the couch.”
Partner: Kicking Cow Promotions
Maybelline
As the first cosmetic sponsor of the New York City Marathon, Maybelline introduced the idea that beauty can thrive in the athletic space. Their activation, which had been touring college campuses, invited attendees to explore new products, find their perfect shade match, and receive style tips from professional makeup artists inside a double-decker pop-up. The full experience took about 20 minutes, and participants left with a pouch of makeup to wear on race day. For those in a hurry, a shorter experience was available in exchange for a newsletter sign-up. The photo zone at the front of the booth served as a prime backdrop for content creation and additional giveaways. Over 1,500 people took part in the activation daily.
Partner: Youth Marketing Connection
EXPERIENCES AROUND THE CITY
In addition to the 2024 TCS New York City Marathon Expo, several brands took their running-themed experiences to the streets of New York.
Nike
Nike energized marathoners from the early morning hours through the Mile 21 Cheer Zone. The brand’s larger-than-life motivational banners, along with cheer squads and a partnership with Joe Coffee Company, created an unforgettable experience. Joe Coffee took over cafés across New York, offering custom-branded menus, including the “Swoosh”-shaped croissant, while in-store graphics added to the buzz.
Agency: CNC Agency
Allbirds x Zappos
Acknowledging the exhaustion spectators often face while cheering on athletes, Allbirds and Zappos created their first pop-up together: the Comfort Zone. Located along the marathon route, it allowed onlookers to exchange their shoes for a pair of Allbirds’ Wool Runner Go, designed for all-day comfort. In addition, spectators could donate their shoes to Soles4Souls, a partner organization for both brands, ensuring the shoes found a new purpose after the event.
Agency: Small Girls PR
AG1
AG1 brought the marathon spirit to life outside its storefront by serving energizing beverages to runners and New Yorkers alike. The brand’s AG1 truck in Brooklyn offered refreshing drinks during the shakeout run, and the AG1 marathon cheer station was a source of motivation for athletes as they neared the end of their race.
Agency: CNC Agency
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