There’s something uniquely electric about London Marathon week – the way it draws the global running industry into a single city, each corner humming with pop-ups, panels, shakeouts, and storytelling.
For us at Brandwave, it was yet another opportunity to immerse ourselves in the culture we help shape, connect meaningfully with our clients and peers, and experience the innovation that continues to drive this sector forward.
Wednesday saw our team divide and conquer. While one of our Account Managers, Tayler, laced up at Tracksmith’s annual 5km Media Run – a now-iconic pre-marathon fixture – I was across town at the Running Industry Alliance (RIA) Spring Gathering with Vikki, our PR Director. From the Chiltern Street Trackhouse, Tracksmith launched its new carbon-plated Elliott Racer: a sleek, heritage-informed performance statement that matched the brand’s evolving aesthetic. Meanwhile, the RIA event was a strategic heartbeat of the Brandwave week, with voices like Jonny Quint of Merrell (a valued Brandwave client) joining a standout panel that addressed the future of retail and brand alignment in endurance sport.
Before the main event, Vikki and I also spent time on the ground at the marathon expo, catching up with clients, athletes, and media. Vikki grabbed a photo with one of the On crew (former GB distance runner Chris Thompson, no less) and had a good catch-up with Lillie Bleasdale, the founder of PASSA, the online running coaching collective for women.
Maurten opted for a very paired back booth aiming for a slice of serenity amongst the bustle of the expo, while Kiprun, the Decathlon brand making waves in the running scene, continued to bang the drum with an increasingly confident presence. Their product line-up – especially in the tempo and race-day categories – continues to pique the curiosity of performance-focused consumers, in particular its KD900X LD+ marathon shoe.
Thursday’s schedule only ramped up. I joined Like the Wind Magazine’s shakeout run – a laid-back trot starting at Granary Square and sweeping through Regents Park, followed by cortados and conversation at their News & Coffee pop-up. These lighter-touch gatherings are increasingly where meaningful connections are made, far from the main stages and headline sponsors. Vikki, meanwhile, paid a visit to Knees Up in East London – the new school coffee shop and running hub that’s fast becoming a cultural mainstay. Its Saucony-backed Marathon Mode programme was packed with workshops, product activations, and panel talks across the week, all delivered with a refreshingly independent feel.
Later that day, Tayler and I found ourselves underground – literally – as we trialled adidas’ new Adios Pro Evo 2s. What started at an eye-catching Trafalgar Square pop-up transformed into a surreal, subterranean track session in a repurposed tram line tunnel. Part performance trial, part immersive theatre, it was one of the most creatively executed product experiences of the week.
Across town, Thursday evening also saw the unsanctioned SOAR x Unsanctioned Athletics race unfold – a guerilla-style event that drew a crowd of the scene’s most passionate runners. Elsewhere, New Balance’s expansive four-storey townhouse opened its doors, offering everything from sign-making stations and DJ sets to recovery rooms and tranquil rooftop terrace for runners and family alike to enjoy.
Vikki later explored RunLimited’s Protein Studios pop-up, which throughout the week hosted collabs with New Balance, Bandit Running, and more – a beautiful representation of community-led, brand-integrated experience design.
Other standout spaces included NN Running’s Shokz-powered tribute on Tottenham Court Road – a love letter to the NN team and the legendary Eliud Kipchoge – and Grove Lane’s buzzing collaboration space, which welcomed DISTANCE from Paris, Maurten, and other global disruptors.
Nike, never one to play quietly, unveiled its ‘Nike Runtown’ experience in Oxford Circus – a sprawling and immersive two-storey activation underscored by their inspired room-dividing campaign, which we at Brandwave particularly admired for its bold narrative and creative execution.
Then there was the marathon itself, a day that capped the week with noise, emotion, and miles of grit. Brandwave had prime positioning in the New Balance cheer zone on the Embankment – an energy-filled stretch brought to life by music, colour, and a crowd favourite: PureSport’s cleverly disguised recovery zone, styled like a petrol pump but pouring out electrolyte drinks.
London Marathon week 2025 was another one to remember – a vibrant collision of commerce, creativity, and community. At Brandwave, we pride ourselves on not just attending these moments, but truly engaging with them – staying close to the pulse of an industry that never stands still.
