The New York City Marathon begins on the Verrazzano-Narrows Bridge. AI-generated illustration.
The New York City Marathon may last just one day, but for brands, the opportunity to connect with runners starts months before anyone crosses the finish line.
Take HOKA, which has turned the lead-up to the race into a citywide celebration of the running community. To celebrate the work happening before race day, the brand has combined a sponsored Strava challenge, digital billboards tracking runners' progress across NYC's boroughs, creator partnerships, and an in-person block party.
HOKA's integrated campaign makes runners part of the story rather than simply an audience for its advertising. By celebrating the training, milestones, and shared experiences that define marathon season, the brand is building connections that extend beyond a single event.
The takeaway for communicators: Effective, event-driven campaigns lean into the moments leading up to the main attraction, creating experiences people want to share and giving communities a reason to engage long after the event ends.
