Every year, the London Marathon transforms the city into a thrilling atmosphere of endurance, determination, and community spirit. While runners tackle the 26.2-mile challenge after months of training, brands have a unique opportunity to engage with both participants and spectators through strategic Out-of-Home (OOH) advertising. We will explore how brands have creatively leveraged OOH during marathons, with a focus on recent campaigns from the London Marathon 2025.

Nike’s Honest Approach to Marathon Messaging

Nike has consistently demonstrated a keen understanding of the runner’s mind, crafting OOH campaigns that resonate deeply with the marathon experience.

Pre-Marathon Teasers: In the days leading up to the race, Nike’s ads in the London Underground featured fun messages like:

“If you think getting into London was painful, wait until Mile 19.”
“Hate every second, love every mile.”

These slogans acknowledge the grueling nature of marathon training and the race itself, striking a chord with both seasoned runners and novices.

On-Course Motivation: Along the marathon route, Nike placed signs at critical junctures to provide timely encouragement:

At the halfway point: “Ready for another half?”
Near the challenging final miles: “This is bloody tough, but so are you.”

Such placements not only motivate runners, but also create memorable moments that are often shared on social media, amplifying the campaign’s reach.

However, it’s essential to note that not all messaging was well-received. Nike faced backlash for using the phrase “Never again, until next year” in their ads, a slogan that unintentionally echoed Holocaust remembrance sentiments. The company issued an apology, emphasising that the campaign was built on runners’ insights and designed to motivate participants to push past their perceived limits.

Puresport’s Innovative ‘Roadside Recovery Station’

Wellness brand Puresport took a creative leap by setting up a ‘Roadside Recovery Station’ at Mile 24 of the London Marathon. Designed to resemble a petrol station, this activation featured bright yellow pumps dispensing electrolyte drinks to weary runners.

This inventive approach served multiple purposes:

Functional Support: Providing much-needed hydration in the race’s final stretch.
Brand Alignment: Reinforcing Puresport’s commitment to athlete wellness and recovery.
Visual Impact: Creating a standout visual that attracted attention from both participants and spectators.

The activation garnered positive attention on social media, with many praising its ingenuity and relevance to the marathon context.

Other Noteworthy OOH Campaigns

While Nike and Puresport stood out this year, other brands have also made significant impacts through OOH advertising during marathons:

Adidas’ Runner Tracker: Adidas introduced a mobile initiative allowing spectators to track runners in real-time. By texting a keyword to a short code, users received updates on their chosen runner’s location and pace, enhancing the spectator experience and integrating mobile engagement with OOH placements.
Adidas at the Manchester Marathon: As a main sponsor, Adidas utilized a range of OOH formats, from traditional posters to interactive digital screens, ensuring comprehensive brand visibility throughout the event.

Key Takeaways for Brands

Marathons offer a dynamic platform for brands to connect with a diverse and engaged audience. To maximise impact:

Align Messaging with the Runner’s Journey: Authenticity resonates. Messages that reflect the challenges and triumphs of marathon running can forge strong emotional connections.
Innovate Beyond Traditional Formats: Creative activations, like Puresport’s electrolyte station, demonstrate the power of thinking outside the box.
Leverage Technology: Integrating mobile and digital elements can enhance engagement and provide added value to both participants and spectators.
Be Culturally Sensitive: Ensure that all messaging is considerate of broader societal contexts to avoid unintended controversies.

By thoughtfully integrating OOH advertising into marathon events, brands can achieve meaningful engagement, leaving lasting impressions long after the finish line is crossed.