The TCS London Marathon isn’t just one of the world’s greatest sporting events – it’s a huge moment for brands to connect with passionate audiences in creative and memorable ways. This year, several brands truly stepped up, delivering bold, clever campaigns that resonated with both runners and supporters alike.
Here are six of the standout marketing campaigns from the 2025 TCS London Marathon…
Nike took a refreshingly honest approach to its OOH advertising for this year’s London Marathon, highlighting the gritty reality of marathon running. Instead of glossy, idealised imagery, Nike leaned into the pain points of the experience – chafing, exhaustion, and physical struggle – with bold, relatable messaging. Billboards and underground posters across London carried punchy lines that captured the love-hate relationship runners have with the sport. One read, “Running in London is awful. I love it,” while another simply stated, “Chafing never felt so good.”
In addition to this, Nike launched a pop-up store that served as a hub for the running community in London. The store offered limited-edition merchandise, motivational experiences, and a place for runners to gather pre- and post-race, reinforcing Nike’s position at the heart of running culture.
Puresport absolutely nailed the tone of the marathon experience with their inventive “Roadside Recovery” activation. At mile 24 – when most runners are hitting the wall – Puresport set up a petrol station-themed recovery point, handing out electrolytes to exhausted participants. The creative ‘fuel stop’ perfectly mirrored the runners’ desperate need for a “top up,” combining humour, relevance, and brand utility in one brilliant moment.
New Balance made a big impact with its immersive Townhouse experience, located just off Regent Street in London. The Townhouse offered product customisation, motivational talks, training advice, and community events in the lead-up to race day. It was a destination that blended inspiration, community, and craftsmanship, aligning perfectly with New Balance’s runner-first ethos.
TAG Heuer marked a major milestone in 2025, celebrating their 10th anniversary as the official timekeeper of the London Marathon. They enhanced the runner experience by offering personalised finish line photos featuring official race times, giving participants a keepsake to treasure. TAG Heuer also partnered with Run Dem Crew to host a high-energy cheer zone at Mile 21, keeping spirits high. Winners of the elite races received the premium TAG Heuer Connected Calibre E4 watch, blending high performance and luxury – just like the race itself.
Buxton’s Rise Up Runners campaign shone a spotlight on resilience and mental health.
They selected eight inspiring individuals to share their marathon journeys, raising awareness for mental health issues. The campaign raised an impressive £13,000 for the charity ‘Mind’, with Buxton adding a further £100,000 donation, showing real commitment beyond just marketing. Their genuine, emotional storytelling struck a chord with audiences and earned them a Social Media Award from The Drum.
Running 26.2 miles is brutal – and Radox made sure runners knew exactly where to go for relief. Their Recovery Starts Here campaign focused on the post-race moment, with Radox gifting bath and shower products at the finish line. Working with high-profile names like Kelly Brook to document recovery journeys, Radox connected perfectly with the aching muscles (and hearts) of thousands of runners and supporters.
We couldn’t end this post without a big congratulations to our very own Gill, who completed this year’s London Marathon! Taking on 26.2 miles is an incredible achievement, and we are so proud of her determination, hard work, and resilience. Gill absolutely smashed it, and we’re all inspired by her amazing effort.
The TCS 2025 London Marathon showed once again that the best marketing campaigns are the ones that genuinely connect with the emotional highs and lows of the event.
Whether through recovery, motivation, humour, or celebration, these brands delivered campaigns that didn’t just stand out – they meant something to the people running and watching.
Who else has been inspired to sign up for the London Marathon next year?
