The role of run clubs and brand activations in the lead up to the marathons

Are run clubs just a fleeting trend, or are they becoming the new way for runners to connect and build community in the lead-up to marathons?

As the London and Manchester Marathons took place last weekend, brands like Represent, Lululemon, Puresport, and Gymshark generated excitement by hosting their own community shakeout runs in both cities. These events brought runners together to socialise, fine-tune their race preparation, and enjoy exclusive giveaways, all in anticipation of the big day.

By organising these events, the brands went beyond simple product promotion. They created memorable experiences that resonated with their audiences, fostering a sense of camaraderie and support. These shakeout runs not only highlighted the brands' commitment to community and well-being but also deepened their connection with runners ahead of race day.

Adidas, as the sponsor of the Manchester Marathon, set up their ‘Adizero: For the Fast’ exclusive pop-up store at Impossible Manchester. This immersive space hosted multiple events, including social activities and community gatherings, where participants and Manchester residents could come together. Through these efforts, Adidas elevated the marathon experience, reinforcing their dedication to supporting local communities and promoting an active lifestyle.

In London, Gymshark partnered with fitness influencer Zoe Rae to host a shakeout run from their Regent Street flagship store. Over 400 attendees joined, connecting with fellow runners, enjoying giveaways, and preparing for the race in a lively, community-focused atmosphere. Many runners captured the event and shared it across their socials, amplifying the experience and showcasing the brand’s engagement with the community.

Puresport was deeply involved in the London Marathon, providing essential support to runners throughout their journey. From offering training plans and organised run sessions to setting up a dedicated cheer zone on the marathon course, Puresport kept runners energised and motivated with music, megaphones, and hydration stations. They also hosted a pre-marathon pasta party, ensuring participants could carb-load and get ready for race day. Through these efforts, Puresport made sure runners had both the physical and mental support needed to perform at their best.

The day before the race, Lululemon hosted a 5km friendly run across Manchester city centre, drawing over 100 attendees. This fun, community-driven event allowed runners to connect and engage with one another before the big day, adding to the excitement and sense of togetherness leading up to the marathon.

This year, 36,000 runners took on the 26.2-mile course, with over 140,000 spectators lining the streets and 110,000 viewers tuning in online. Josh Griffiths won the men’s race with a time of 02:16:56, while Tessa McCormick claimed the women’s title.

Inspirational stories emerged, such as Kelsey Sheridan completing her first marathon with her assistance dog, and Steve Hughes setting a Guinness World Record in a wheelchair. Over £4 million was raised for charity, further cementing the marathon’s status as one of Europe’s top mass participation events.

The 2025 London and Manchester Marathons showcased how run clubs and brand activations are transforming the marathon experience. Brands like Represent, Lululemon, Gymshark, and Adidas went beyond traditional product promotion, creating immersive, community-focused events that helped runners prepare and connect. From shakeout runs to dedicated cheer zones, these initiatives fostered support, excitement, and engagement, strengthening brand connections with participants. With more than 90,000 people across the country taking on 26.2 miles, it marked the largest day of marathon running ever in the UK. The events raised over £4 million for charity, proving that run clubs and brand activations are now integral to the marathon experience and continue to reshape the running culture.