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THE DAY THAT CHANGED THE SPORT FOREVER.
The history-making performances by the elite field set the bar for the next generation in running.
TWO HISTORIC
SUB-2-HOUR RUNS
WOMEN'S
WORLD
RECORD
59K+
FINISHERS
THE MOST INCLUSIVE EVER
RECORD FUNDRAISING
Men's Elite Field
Sebastian Sawe: 1:59:30
New world record
Yomif Kejelcha: 1:59:41
Jacob Kiplimo: 2:00:28
Women's Elite Field
Tigst Assefa: 2:15:41
New women's only world record
Hellen Obiri: 2:15:53
Joyciline Jepkosgei: 2:15:55
59,830
Runners crossed the line on Sunday 26th April, the largest finisher count of any marathon in history with more women than ever (26,071 + 4.2% vs LY)
THE RESPONSE
VIEW
4,351,485
(+221.63%)
ENGAGEMENT RATE
3.55%
(+26.33%)
VIEWERS SPLIT
22 / 78
FOLLOWERS / NON FOLLOWERS (%)
UNHINGED INSPIRATION
LOUDEST MARKETPLACE
DEFIANT COMMUNITY
UNHINGED INSPIRATION
"London will disrupt you.
If it doesn't break you, it shapes you."
- MANNI, 2025
Adi won the race, but Nike won the community through events, marketing and in-person touchpoints
How we showed up with OOH was one of the most impactful marketing levers
Nike Brand Voice stole the visual landscape both online and offline.
SPEND
$1.1M
SOCIAL VIEWS
144K
(+14% vs 90K)
OOH IMPACTS
86M
(+19% vs 72.3M)
BRAND SOV
27%
2nd in Rankings
POSITIVE SENTIMENT
83%
LOUDEST MARKETPLACE
NIKE DIRECT
NOC
RACE WEEK
TOTAL SALES DURING
RACE WEEK
$478K
(+1.3% vs LW)
TOTAL RUNNING SALES
DURING RACE WEEK
$186K
(+48% vs LW)
RUNNING SHARE OF BUSINESS
DURING RACE WEEK
39%
MARATHON MONTH
TOTAL SALES DURING MARATHON MONTH
$1.9M
(+27% vs forecast)
TOTAL RUNNING SALES DURING
MARATHON MONTH
$567K
RUNNING SHARE OF BUSINESS
DURING MARATHON MONTH
29%
APRIL FOOTFALL
145K
(+21% vs forecast)
HOW WE SHOWED UP FOR RUNNERS AT OXFORD CIRCUS
THE (BEST) WORST RUN
With Paula Radcliffe
and LDN SLCT
GEAR UP LIKE A CHAMPION
CHASING STARS
With Sifan Hassan
With Paula Radcliffe
Giving 100 athletes the chance to push through the last long run in the training block, build confidence and access hydration and recovery at the Run Hub with Hyperice, supported by gifted race-ready product.
Combined athlete storytelling with Nike By You personalisation and science-backed insights from the Nike Sports Research Lab, delivering a highly immersive and premium athlete connection.
Blended an in-store screening, intimate Q&A and Nike By You customisation into a seamless retail experience, inspiring runners through the mindset of elite competition.
These moments were supported by high-energy retail activations, including…
CADENCE ELECTROLYTE BAR
CHEER
SIGNS
NIKE
BY YOU
BATTERSEA
TOTAL RUNNING SALES OVER HUB ACTIVATION
$58K
+2% WOMEN'S SOB
+1% FOOTWEAR SOB vs LY
FOOTFALL
1,500
CONSUMERS THROUGH THE FUEL HUB
KING'S ROAD
We united one of our most pinnacle women's destinations with pure energy, unleashing the Nike Pegasus 42 onto the streets of southwest London in a high-impact run for our young female runners.
AVERAGE AGE OF EVENT ATTENDEE
24
STORE SOB UP
32%
DRIVEN BY RUNNING
RSG
RUNLIMITED
A 4 day community driven Club Lounge for running & cultural catalysts. Bringing a constant heartbeat of activations from product customisation, athlete advice to fueling support for the fast and style conscious. Targetting our core rebel runner audience.
NIKE SALES OVER 4 DAYS
14K
REACH ON @RUNLIMITED
1.8M
ATTENDEES CHECKED-IN
3K
EVENT & ATHLETE ATTENDANCE
RUNNERS AT NIKE LACE UP PERSONALISATION
100
RUNNERS ATTENDED
LIVE PODCAST
300+
With Sir Mo Farah, Coach Bennet & Emile Cairess
SPORTSSHOES
A product authenticator opened a
8-week pop-up shop in the heart of London. With 2 floors dedicated to expert advice in running and 1 floor as a community space. Connecting to a daily runner through running trials, M11 connects and product launches.
FOOTFALL
14K
1.2K BOOKED ON GAIT ANALYSIS
ORGANIC REACH
293K
WITH 75 CONTENT CREATORS
NIKE SOB
20%
#2 BRAND POSITION
EVENT & ATHLETE ATTENDANCE
NIKE EVENTS IN
8 WEEKS
30+
Shake Out Run: 100+ runners joined SportsShoes to get race ready and run with Sir Mo Farah
Medal Monday: From tattoos to medal engraving, runners ended the marathon weekend with icons Paula Radcliffe and Steve Cram, hosting an all-star line-up of Jacob Kiplimo, Jake Smith, Geoffrey Kamworor and Joshua Cheptegei
ENERGY
ISAMAYA FFRENCH
24th - 28th April 2026
Vomero Premium + Apparel Collaboration
A curated concept space in collaboration with Isamaya and Nike. Consumers were able to explore the performance collection and bespoke experiences steeped in running recovery such facials by Face Gym, a City run hosted by Club 99 and Q& A with Isamaya French and Dina Asher Smith
@theofficialselfridges
REACH
34K
VIEWS
44K
ENGAGEMENT RATE
2.5%
@theofficialselfridges
REACH
18.5K
VIEWS
26.4K
ENGAGEMENT RATE
3.48%
PRODUCT STATS
PROGRAMMING
TOTAL STOCK (UNITS)
320
( 80 x OFFSPRING FTW / 60 UNITS PER STYLE x 4 )
SELL-THROUGH
10%
TOTAL TRAFFIC
557
TRAINERS DROVE MOST £ (TOTAL)
£1,840
Launch Event
Shakeout run
with Club99
London Marathon – Club99 in the Isamaya Collection
Q&A with Club99, Dina Asher-Smith, Isamaya
SPORT NETWORK
CLUB 99
Objective:
Unlock her PB’s
OUTRUNNERS
Objective:
Fuel her performance journey
NSLB
Objective:
Break the rules
MARANOIA
INSIGHT
1.1M apply for for the London Marathon and only 17,000* ballot places available, meaning if you are on the start line, you are the 1% & the 99% who run London 365 likely won’t be there.
EVENT RECAP
240 runners competed across sprint, endurance, and relay formats
10 run crews from across the UK&I took part, attracting a competitive audience that would typically engage only as spectators
1,000+ attendees, including Sifan Hassan and Sir Mo Farah, alongside Clint, AJ Tracey and Deela
Content delivered 3M+ views within hours, amplified by organic coverage from key community and culture platforms
Despite shorter race formats considered disconnected from marathon, it reduced barrier to entry and increased participation
VIEWS
56K
ENGAGEMENT RATE
11%
(40% OVER BENCHMARK)
VIEWERS SPLIT
79 / 21
% MEN / WOMEN
WINS & OPPORTUNITIES
WINS
Win #1
We brought London runners' sick pride to life in new and unhinged ways. Delivered standout cultural impact through powerful cross-functional collaboration—bringing an irreverent Nike Running voice to life across the full marathon journey, dominating share of voice vs. the sponsor of the race with high-impact placements like the Tower Bridge barge, and Metro wrap.
Win #2
Drove a scaled and loud marketplace takeover that re-established Nike Running’s authority, amplified visibility, and strengthened partner relationships, particularly with RSGs, through best-in-class activations. Not only elevating Peg42 and Fast Pack, we linked culturally resonant moments including community runs, Cadence x Fuel Hub sessions and custom sign-making at NOC, with our brand voice reinforcing Nike’s relevance and presence throughout the build-up to race day.
Win #3
As a deliberate strategic shift, we leaned into community-led, culturally driven scope to celebrate all London Rebel Runners in the during this moment, not just marathon runners. We activated this through crew activations such as NSLB Maranoia: prioritising experience and belonging to own the wider running culture beyond race outcomes, and ultimately allowing us to win the streets and hearts of Londoners. We invited all London runners cross a line with us.
OPPORTUNITIES
Opportunity #1
Rebellious Devotion is our voice, and it’s not one note. If a marketing line lacks context, it will be taken out of context. To avoid and minimise risk of backlash, except sharing written lines, need all to be shared in situ mock ups with Comms and Legal. One misstep can take us all the way back to the starting line. And when we get it right, our message won’t just transcend it will transform a runner’s experience.
Opportunity #2
We need to over-obsess how Nike shows up in multi-brand retail spaces through innovation & brand voice. Plan marketplace and retail AOP in partnership with Brand to ensure plans for Nike Direct and wider marketplace can be delivered without restraints.
In owned spaces we need to identify & obsess all potential commercial points of sale from community to marketplace events to digital comms to make sure capitalise even more on the momentum.
Opportunity #3
Global x Geo x City teams showed up with immediate response after the race to bring out a strong Just Do It message and action to on the ground activities. Continued global IRL attendance is essential to deliver at all key sport moments and stay on the pulse of sport.
LONDON MARATHON 2027
London Marathon has set a new world record, with 1,338,544 applications submitted for the 2027 ballot.
UK entries passed one million for the first time, accounting for over 1.8% of the population, alongside a further 330,000 international applications from more than 200 countries.
The figure marks an 18% increase on last year’s record and more than doubles 2024 totals, underlining the event’s continued growth.
Women aged
20-29 led UK applications, while overall entries remained evenly split across men and women.
THANK YOU
A NIKE RUNDOWN 2026 | KEEP IT TIGHT
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